Contents:

Editorial: Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances - Katia Iankova and Pedro Longart

Branding Al Ain as a tourist destination - Pedro Longart and Katia Iankova

Impact of digital marketing on SMEs performance in Saudi Arabia: Implications on building NEOM - Areej Algumzi

Innovative crisis-response through best human resources practices during COVID-19 - Bharti Pandya and Bistra Boukareva

Antecedents of consumptive behavior prior to the celebration of Eid Al-Fitr during the COVID-19 Pandemic - Amaliyah Amaliyah and Aminatus Zakhra

The shifting trend in online buyer’s behaviour under the impact of COVID-19 pandemic in Vietnam - Ha Thu Nguyen, Thuy Dam Luong Hoang, and Huy Khanh Nguyen

Social media usage in higher education: Role in marketing and communication during COVID-19- Abhishek Shukla and Kamini Bhasin

Slave to sachet economy: Socio-cultural insights -Hernani Manalo and Ma. Riza Manalo

Revenue management during the COVIDization of the economy - Radko Radev and Veselina Yankova

Exploring the Emirati female student entrepreneurs in the UAE through the theory of planned behaviour - V.S. Damodharan and K.A. Asraar Ahmed

A new perspective of brand equity: the case of pottery craft village collective brand in Vietnam - Quang Van Ngo and Ha Thu Thi Vu

Antecedents of QR code acceptance during Covid-19: Towards sustainability - K.A. Asraar Ahmed and V.S. Damodharan