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The purpose of this paper is to conceptualize and develop an event experience scale in the business event (trade shows) context.

Data were gathered from domestic and foreign exhibitors and visitors of the six countries from the international trade show events organized in the emerging economy of India.

An event experience scale comprised five dimensions (affective, cognitive, unique, physical and well-being association) associated with experiences emerged. Findings propose that event participants see trade shows as a business event to fulfil their meaningful goals as well as a platform that addresses their subjective pleasure.

Existing experiential practices in the trade show industry can be enhanced by improvising the dimensions found in the study. Practitioners may use the outcomes to enhance the effectiveness of trade shows.

The event literature on trade show experiences is still in its developing stage. To the best of the authors’ knowledge, this research is one of the first attempts to conceptualize and develop a trade show event experience scale. This research conceptualizes trade shows as a tourism destination and adds a new unexplored dimension to business event literature.

Travel and tourism is an imperative economic activity in most countries around the world. The industry has momentous indirect and induced impacts apart from its direct economic impact. The purpose of this paper is to test the applicability of brand interaction and perceived quality theory in the formation of brand trust, and the impact of affective commitment and brand trust toward advocacy intentions in the context of the Indian hospitality industry. This study also examines how emotional, and experiential hospitality brand relationship with the consumers can be developed in the emerging economies.

A total of 430 respondents participated in the study. Empirical evidence from depth interviews and data were garnered into a conceptual model. The proposed model was tested using structural equation modeling.

The findings reveal that perceived quality and brand interaction forms brand trust and trust is the key factor in establishing emotional (affective) commitment between the customer and the hospitality brand. The study also suggests that emotional commitment in customers help them in becoming brand advocates. The findings of the research will help hospitality brand strategists in developing successful branding strategies.

This research examines the advantage of customers’ relationship and their meaningful brand connections in the hospitality context. The study establishes a relationship among antecedents of trust, trust and commitment which can lead toward brand advocacy.

The findings provide insight for hospitality brand managers in developing effective branding strategies for their organizations. This study inspects the advantages of cultivating meaningful brand connections and relationships with consumers in the Indian hospitality sector.

The purpose of this paper is to test the applicability of brand personality theory in the perspective of trade show events, and the influence of trade show event personality on exhibitor’s eudaimonic and hedonic happiness and advocacy intentions.

A total of 210 exhibitors (n=210) of three trade exhibitions, organized at Delhi, India participated in the study. A face to face survey method was used to collect the data.

The results of the study provide sustenance for the event personality and exhibitor’s eudaimonic and hedonic happiness model. The event personality factors significantly affected the meaningful and subjective happiness of exhibitor. Happiness was identified as a key influencer for advocacy intentions. Hedonic and eudaimonic facets of happiness had positive effects on exhibitor’s intention to participate, and word of mouth intention.

The current study provides event marketer a tool for measuring event personality. Event personality is vital to build the event equity and to position the event in the market to gain a competitive advantage over the other events. Happiness as a construct is being studied in various social science studies. This study has attempted to establish a relationship among exhibitor happiness, event personality, and advocacy intentions.

This study contributes to the management literature in two ways: first, Eudaimonic and hedonic happiness constructs have never been explored in the brand personality context. Thus, this research adds a new value to the brand personality literature. And second, the brand personality construct is used for the first time in trade show event context that will open a new domain in brand personality, and event research.

Pay what you want (PWYW) is a participative pricing mechanism that permits customers complete freedom to choose prices. PWYW literature reports the influence of external reference price (ERP) on customers' price decisions and payments. The current research examines the influence of ERP presence, salience and understanding at the seller level by analysing customers' perceptions of seller price image dimensions and purchase intentions.

Study 1 tests the impact of ERP presence and salience in controlled lab settings while Study 2 takes this investigation further by including the moderating effect of ERP understanding on seller price image dimensions and purchase intentions in online settings.

Results illustrate the positive impact of ERP presence on all seller price image dimensions excluding the perceived price level. Perceived price fairness mediates the impact of ERP presence on perceived value. ERP salience positively impacts price processability. ERP presence and salience attached to it positively impact customers' purchase intentions through seller price image dimensions.

This is possibly the first paper to investigate the ERP effect on seller price image dimensions in a PWYW context that lacks fixed posted prices.

The purpose of this paper is to numerically investigate the combined effects of canopy (leaf area index [LAI]) and root properties (root distribution function [Rdf] and root area index [RAI]) on a suction induced in soil-root composite under three different scenarios.

Richards equation coupled with sink term was solved using a commercial finite element package “HYDRUS” to investigate suction induced in soil-root composite.

Scenario 1 unveiled that soil-root composite induces 1 to 20 per cent higher suction than bare soil under the absence of transpiration. From Scenario 2, value of suction at depth of maximum RAI in case of linearly decreasing Rdf was found to be higher than that of other Rdfs. However, depth of suction influence zone (SIZ) for uniform Rdf and non-linear Rdf was found to be 10 and 11 per cent higher than that of linearly decreasing Rdf. Depth of evaporation dominant zone (EDZ) for uniformly decreasing Rdf and non-linear Rdf was found to be 1.08 to 3 times higher than that of linearly decreasing Rdf. From Scenario 3, influence of LAI on depth of SIZ is minimal. Depth of EDZ was found to decrease with the increase in LAI. Based on simple calculation on infinite slope stability, influence of variation in root and shoot properties was found to be significant on its factor of safety.

Numerical constitutive model has limitations that it does not consider aging of plant. This model is only applicable for a particular set of soil conditions. A long-term study is required in this field to further quantify parameters for improving calibration and modeling performance.

Following are the practical implication: consideration of vegetation properties into engineered design of green infrastructure (slopes in this case) and selection of vegetation with appropriate characteristics in design for enhancement of stability of green infrastructure.

Contents of this paper are original, and they have not been submitted to any other journal.

The extant literature has utilized the SERVQUAL scale to measure service quality dimensions and their importance towards customer-satisfaction using close-ended survey-based questions and not open-ended questions and/or user-generated qualitative responses. On the other hand, while measuring customer-satisfaction drivers from user-generated content (UGC), extant studies have majorly used overall or aspect-wise evaluations and not evaluations specific to SERVQUAL dimensions. In this study, the authors try to bridge the gap.

The authors suggest a methodology consisting of text mining, machine learning and econometric techniques that can measure consumer evaluations of SERVQUAL dimensions. The authors used qualitative and quantitative UGC obtained from 27,052 online reviews on 362 airlines by reviewers of 158 nationalities for our analysis.

The authors established a unique method which combines qualitative and qualitative UGC to measure service quality. The authors have also uncovered the comparative importance of such dimensions in creating customer-satisfaction and recommendation in the context of the airline industry.

The paper is one of the pioneering studies that try to find measures of SERVQUAL dimensions from online consumer reviews and their influence on customer satisfaction.

Technological developments have made it possible for organizations to use enterprise resource planning (ERP) services without indulging in heavy investments like IT infrastructure, trained manpower for implementation and maintenance and updating the systems regularly to maintain business competitiveness. Plug and play model offered by cloud ERP has led to a constant creation of large data sets which are structured, semi-structured and unstructured by nature. Thus, there has been a need to analyze such complex data sets and the purpose of this paper is to focus on how cloud ERP and big data predictive analytics (BDPA) will impact the performance of a firm.

A dynamic capability view (DCV) theory-based model was developed and the authors have collected data by using an online questionnaire from India. Thereafter, the authors have analyzed it by employing structural equation modeling.

SEM analysis of 231 respondents showcases that the use of DCV theory to define the relationships of cloud ERP and BDPA has been the right move. Out of the 13 hypotheses empirically tested, only 7 hypotheses were supported by the data.

The study showcases cross-sectional data from India. It would be interesting for this study to see if the country-level differences would influence these relationships between cloud ERP and financial performance, BDPA and financial performance and cloud ERP and BDPA.

This study empirically tests the relationship of cloud ERP and BDPA through a model based on DCV theory.