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The purpose of this paper is to compare the effectiveness of the cognitive-affect behavior (CAB) model and the theory of reasoned action (TRA) model as well as their extended forms (with product knowledge) in predicting everyday green consumption among non-Hispanic White and Hispanic consumers.

Survey data from a convenience sample of 249 non-Hispanic Whites and 425 Hispanic adults were used to test the two models through structural equation modeling analyses.

While all tested models explained green consumption in both samples adequately, the basic TRA and the TPB (extended TRA) models were superior to the basic and extended CAB models. Including product knowledge further enhanced the predictive power of the two basic models.

Self-reported surveys are subject to social desirability bias in the reporting of intentions and actual purchases of green products. Future research may attempt to collect data on actual green purchases. The selection of a general consumption context is limited in distinguishing between high- and low-involvement products. Future research should test the relative effectiveness of these models among specific green products with different levels of involvement.

Marketing and strategic communication programs should focus on increasing consumers’ positive attitudes about purchasing green products and promote green purchase intentions using intention-generating promotional tactics. This paper also stresses the need to increase consumers’ concrete knowledge about green products to drive actual purchase behavior.

This paper can help communicators to further promote green consumption for routinely purchased consumer goods, which will ultimately enhance a healthier and more sustainable environment.

This paper extends the literature about green consumption, providing insights about the relative effectiveness of two widely accepted consumer behavior models. It implies that some models excel over others in terms of their explanatory power across consumer populations regardless of socio-demographic differences. It also stresses the importance of specifying explicitly behavioral control variables in green consumption research and provides a viable basis for the development of strategic marketing.

This paper aims to propose a conceptual model that will guide development of mobile applications to support value-added business-to-business (B2B) sales activities.

The paper reviews the concepts of context-aware applications and context-marketing, then examines B2B selling and the creation of value, utilizing Terho’s model of value-based selling, and presenting the potential role of context-aware B2B selling in creating value. Terho’s model is then combined with a taxonomy of context modeling to produce step-by-step a conceptual model for developing context-aware B2B sales applications (CABS).

By mapping the context-aware application development taxonomy against each stage of Terho’s “value-based selling” model, the CABS model is proposed. This model provides a platform for the B2B salesforce, their customers and information technology (IT) staff to work together in developing requirements and prototypes for mobile B2B context-aware applications.

The CABS model would require empirical testing to assess its viability and suitability. This would initially be done via focus groups in targeted sales organizations.

The CABS model could utilized by sales staff and their customers to develop requirements for mobile context-aware applications to support B2B activity. In addition, the CABS model could be utilized in joint application design processes to enable sales and IT staff to work together in developing prototype mobile applications.

While context-aware applications are beginning to transform business-to-sale (B2C) sales activities, it is clear that B2B sales could also benefit from these types of applications, but little progress has been made in understanding or developing their potential. The CABS model enables B2B sales staff and their customers to recognize these benefits and facilitate working with IT staff in defining requirements and developing prototypes.

The learning outcome is that it will help to sustain your startups in the ever-changing business environment especially in the context of emerging markets.

The present case is about Dilkhush Kumar from village Bangaon, India who developed a cab booking platform “AryaGo”, an innovative platform completely dedicated for rural road transport connectivity. AryaGo is the service line of Aryan Cabs and Rural Trans-solution Pvt. Ltd., a Startup founded in the year 2016 under Startup Bihar, a seed capital support scheme of State Government. The idea was to provide comfort, convenience, safety and affordability to all the commuters travelling from or within far-off villages. The biggest challenge during implementation in villages includes availability of updated geo-mapped images for app development and vehicle tracking. Company was foremost in providing the kiosk-based booking facility for its customers. It took the decision based on the profiling of customers and their preferred booking methods. When a customer booked a cab using IVR, they did not had access to app-based customer panel and hence they could not avail services such as, location tracking, SoS, real time tracking of vehicle. However, heavy invest in IT has put the company in financial stress and Kumar is wondering whether to expand fast or penetrate in the given target market. Should he re-design his business model so as it can really make a difference in terms of service delivery?

Post Graduate/ MBA.

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CSS 8: Marketing

Business/technology strategy. The purpose of the case is to enable the students to understand the following: how technology implementation can change the face of business like cab service? How information technology deployment can influence competition? How investment in company's IT infrastructure affects the bottom line?

The case can be discussed at Master of Business Administration (MBA)/Post Graduate Diploma in Business Administration (PGDBA) level students as well as executive education program. It is aimed at graduate level and postgraduate level management courses such as management information systems, strategic information systems, and technology management.

Meru Cabs, started in April 2007 at Mumbai, was one of the firsts to provide “radio taxi” service in India. Meru Cabs delivers a reliable taxi service by concentrating on three C's, namely customer, call centre and chauffeur. Much of its growth can be attributed to successful deployment of the technology. This case presents the growth of Meru Cabs and how it has differentiated itself by utilizing the technology to attain market leader position in the four cities – Mumbai, Delhi, Hyderabad and Bangalore, where it operates. Also the case discusses about the future of cab service in general and what it has in store for Meru Cabs. With the flurry of cabs service coming up in every city and the competition getting intense, the case put forth the opportunities and challenges existing for cab companies in general and Meru Cabs in particular.

To enable the students to understand that technology is a strategic tool: to enhance customer relationship, to manage business operations, to achieve sustained competitive advantage and that forms an integral part of company's growth and/or expansion strategy.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

The purpose of this paper is to develop a conceptual model for smartphone brand switching behavior, based on the consumption value theory (functional value, emotional value, social value and epistemic value) and the cognition affect behavior (CAB) model. Two paths – product consumption values and retail service relational benefits – were considered as the cognitive elements to predict brand commitment (affect) and smartphone brand switching behavior. In addition, switching cost was used to measure the moderating effect on the relationship between brand commitment and smartphone brand switching behavior.

This research examined whether product consumption value and cognitive benefits related to retail services will enhance brand commitment and then further decrease smartphone brand switching behavior. Switching cost was predicted as a moderator in the model. An investigation of consumers who own a particular brand of smartphone (e.g. the top five smartphone brands: Samsung, Apple, HTC, Sony and Asus) was conducted, and 565 valid responses were collected for the structural equation modeling analysis.

The results demonstrated that emotional value, social value, epistemic value and confidence benefits increased consumer brand commitment and predicted less smartphone brand switching behavior. In addition, switching cost played a significant moderator role in the relationship between brand commitment and brand switching behavior.

A multiple cognitive paths design, with a consumption values aspect and a relational benefits aspect, can elaborate consumer perceptions of product values and service benefits simultaneously, which can lead to a better understanding of the whole picture of the brand services and the key reasons why consumers commit to a brand. Administrators of brand vendors are suggested to improve product innovation and the professionalism of sales services in order to facilitate consumer consumption values, increase their degree of confidence in members of sales staff and, in the meantime, help these administrators gain an understanding of the real reasons for brand switching so as to provide solutions leading to the maintenance of consumer brand commitment through products or services. This is, in turn, likely to increase continued usage intention and reduce the possibility of brand switching.

This study extended the consumption value theory and the CAB model to show that product consumption value and cognitive benefits related to retail services can enhance brand commitment and further decrease smartphone brand switching behavior. The results indicated that brand retailer managers should regularly conduct activities to connect with their customers to induce consumption values and relational benefits and, consequently, increase brand commitment and prevent customer switching behavior.

In recent years, research on children's tourism experiences has gained prominence, as children are becoming an increasingly vital market for the tourism industry. While events are a main sector of the industry and host millions of children every year, there is a lack of research specifically focussed on children's experiences in events. This chapter focusses on children's entertainment events which can provide children with a satisfying, memorable and educational experience. This study has developed a framework to facilitate deeper mixed studies on children's experiences in event tourism. The framework is composed of four pillars based on various social, tourism and event theories and models, including the Cognition–Affect–Behaviour (CAB) theoretical framework, the Orchestra Model of Experience, the Event Experience Scales (EES), the Theory of Child Well-being and the Transtheoretical Model of Behaviour Change (TTM). The framework can be used by future researchers as an analytical evaluation tool to study children's experiences in different types of events and understand the mechanisms of behaviour change in this context.

This paper adopts a response hierarchy model to examine drivers' intrinsic and extrinsic motivations for using mobile digital television (MDTV) while on the move.

The study used a regional quota sampling method to examine the viewing habits of drivers who have a mobile digital television installed in their vehicles and was carried out in two steps. The first stage had interviews with eight car stereo distributors, and the second stage used a questionnaire to ascertain the viewing habits and content selection of drivers watching TV in their vehicles.

SEM analysis of a survey of 480 MDTV‐using drivers in Taiwan revealed an enjoyment‐based model of MDTV use since enjoyment has the most significant effect on drivers' affect, intention to use, and use behavior. Perceived ease of use and subjective norms had a lesser effect. The non‐significant effect of concentration and perceived risk imply that while drivers enjoy watching MDTV, they do not believe they switch their primary attention from driving to programs. Since drivers do not think they concentrate on watching MDTV, program content has little chance to induce curiosity and increase viewing time, the real communicative effect of watching TV while driving must be sharply discounted.

The paper focuses exclusively on use of front‐seat MDTV equipment by drivers, and does not attempt to examine MDTV use by other passengers in the same vehicle.

This is the first study that has been undertaken of mobile digital television viewers, and the paper will be useful as a reference for those who are developing the mobile digital television market as they work to understand the needs and viewing habits of their audience.

This paper aims to verify the hypothetical relationships between antecedent and consequence variables of consumer's shopping experiences based on an experiential typology advocated by Schmitt.

First, the study takes a holistic view of shopping experiences by adopting three experiential components (sensory, affective, and rational) with a view to uncovering the roles of antecedent (shopping motives) and consequence (impulse buying) of shopping experiences. Specifically, the study seeks to affirm the effects of shopping motives on shopping experiences for three types of retail store (department store, discount store, and internet store) and two product types (perfume and detergent). Second, the study confirms whether store type and product type influence the kind of experience preferred by shoppers and verifies whether types of product and store moderate the relationship between shopping motives and shopping experiences. Thirdly, the study investigates the effects of shopping experiences on impulse buying, with special attention given to the role of store atmospherics.

The study found that shopping motives had significant effects on shopping experiences. Product‐based shopping motive exerted greater significant influence on shopping experiences than experience‐based motive. The result showed that product type (detergent) was a significant moderator between experience‐based shopping motive and sensory experience. And, both department store and discount store were found to significantly moderate between experience‐based motive and affective experience. It also found that affective shopping experience boosted impulse buying and rational experience decreased it significantly at department store. However, no consistent pattern of influence was detected for the effects of atmospherics on impulse buying when examined by store type.

The study results will offer important retailing implications which accommodate customers' experiential needs that are not only consumer‐centric, but also context specific. The study reflects the growing recognition of the role of sensory stimuli, as they were found to influence advertisement and brand effectiveness. Also, antecedents of experiential shopping in relation to its impact on impulse buying have not been fully explored in the past.

This paper draws on established and more recent concepts of an industrial relations actor and applies them to the citizens' advice bureau (CAB). The purpose of this is to determine the significance of the CAB as an industrial relations actor and to identify limitations associated with traditional concepts of what constitutes an actor.

Eight bureaux from contrasting localities in Greater London participated in the research. CAB advisers providing employment advice and clients with work related problems were interviewed.

Provides information on what constitutes an industrial relations actor and the significance of the CAB as a new industrial relations actor.

The paper addresses a gap on new industrial relations actors particularly in relation to their importance. It suggests that new bodies can be classified as industrial relations actors and that they are significant, particularly in the absence of a strong labour movement.