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Full-Text Articles in Business

Full Issue Dec 2021

Full Issue

The Foundation Review

No abstract provided.


Walking The Talk On Sustainable Development Goals: The Case Of Community Foundations In Canada, Marta Rey-Garcia, Rosane Dal Magro Dec 2021

Walking The Talk On Sustainable Development Goals: The Case Of Community Foundations In Canada, Marta Rey-Garcia, Rosane Dal Magro

The Foundation Review

The United Nations 2030 Agenda creates an opportunity for philanthropic foundations to become more collaborative and transformative in their work toward global goals. Thus, since 2016, the extent to which foundations adopt the Sustainable Development Goals framework in their functioning has become a topic of interest. Although survey- and case-based research shows increased rates of self-reported adoption and several tools are available to help foundations to act toward the goals, there is a lack of systematic evidence about the purposes of and processes for adopting the goals among foundations.

This void is particularly relevant for community foundations, as they have …


Localizing The 2030 Agenda With Community Data: Lessons From The Community Foundations Of Canada’S Vital Signs Program, Beth Timmers, Alison Sidney Dec 2021

Localizing The 2030 Agenda With Community Data: Lessons From The Community Foundations Of Canada’S Vital Signs Program, Beth Timmers, Alison Sidney

The Foundation Review

Drawing on case studies in Canada, this article analyzes the critical role that community indicators can play in philanthropy’s ability to localize the United Nations 2030 Agenda for Sustainable Development and the associated Sustainable Development Goals to address complex societal and environmental challenges.

Measurement is an integral component of Agenda 2030, and communities are increasingly using indicators to align their plans, inform granting decisions, and track equity and sustainability outcomes. Canada’s most extensive community-driven indicator program, Vital Signs, uses different types of data to measure the vitality of a community and support action toward improving collective quality of life; and …


Executive Summaries Dec 2021

Executive Summaries

The Foundation Review

No abstract provided.


Back Matter Dec 2021

Back Matter

The Foundation Review

No abstract provided.


A Case Study On The Use Of The Sdgs With A Collective Impact Initiative In Southwest Florida, Tessa Lesage, Aysegul Timur, Dakota Pawlicki Dec 2021

A Case Study On The Use Of The Sdgs With A Collective Impact Initiative In Southwest Florida, Tessa Lesage, Aysegul Timur, Dakota Pawlicki

The Foundation Review

The United Nations Sustainable Development Goals can be a useful framework on which to design, evaluate, and communicate collective impact initiatives. Using as a case study the FutureMakers Coalition, a collective impact initiative launched by the Southwest Florida Community Foundation to transform its region’s workforce, the field can gain insights into how the goals can strengthen collective impact work locally and nationally.

This article will discuss how the foundation facilitated the setting of a common agenda and the use of the Sustainable Development Goals to help build consensus among 251 active partners on how to measure progress toward the coalition’s …


Promoting Employer Desired Competencies Through A Multiphased "Workgroup" Project, Ashly Smith Dec 2021

Promoting Employer Desired Competencies Through A Multiphased "Workgroup" Project, Ashly Smith

International Journal for Business Education

Employers and business leaders have long been advocating for the importance of career readiness skills like critical thinking/problem solving, information literacy, teamwork/collaboration, professionalism/work ethic, and oral/written communication (NACE, 2019; Partnership, 2008). While faculty and students see value in projects that develop these skills, such projects can be some of the most challenging to incorporate effectively into business courses (Chapman et al., 2010; Detmering & Johnson, 2012; Lee et al., 2016; Marks & O’Connor, 2013). This article reports on a multi-phase group project that aims to strengthen a selection of these employer-desired skills while ameliorating student concerns about the research process …


Internships As Clinical Rotations In Business: Enhancing Access And Options, Faye W. Gilbert, Jason Harkins, Pankaj Agrrawal, Taylor Ashley Dec 2021

Internships As Clinical Rotations In Business: Enhancing Access And Options, Faye W. Gilbert, Jason Harkins, Pankaj Agrrawal, Taylor Ashley

International Journal for Business Education

Internships are high impact practices that offer work experiences and provide advantages for participating undergraduate students and for the talent acquisition efforts of firms. While research consistently documents the benefits of internships as a transformative experience, access and outcomes may vary for students and for underserved populations. Limitations of internships can include lack of access to enough positions as well as inadequate interactions between undergraduate students, firms, and faculty members in business programs. The purpose of this article is to describe an approach to enhancing access to internships on a larger scale with greater variety. Protocols found in clinical rotations …


Tightening And Loosening Of Macroprudential Policy, Its Effects On Credit Growth And Implications For The Covid-19 Crisis, Aida Ćehajić, Marko Košak Dec 2021

Tightening And Loosening Of Macroprudential Policy, Its Effects On Credit Growth And Implications For The Covid-19 Crisis, Aida Ćehajić, Marko Košak

Economic and Business Review

In this study, we analyze the effects of macroprudential measures on bank lending in the European Union. We develop several dedicated macroprudential policy indices reflecting different policy actions taken by the authorities in individual member countries, with the aim to affect credit activity in national banking sectors. In our empirical model, we measure responsiveness of gross loans in banks to selected macroprudential policy indices, taking into account a set of bank level and macroeconomic control variables. We use the Fitch Connect bank level dataset with financial statements for 3,434 European banks with 18,616 observations and macroeconomic data provided by the …


Exploring Consumer Resilience During Covid-19: Demographics, Consumer Optimism, Innovativeness And Online Buying, Ivana Kursan Milaković Dec 2021

Exploring Consumer Resilience During Covid-19: Demographics, Consumer Optimism, Innovativeness And Online Buying, Ivana Kursan Milaković

Economic and Business Review

This study investigates the predictors and outcome of consumer resilience given the Covid-19 pandemic and retail context. Predictors are represented by demographic characteristics and underexplored protective factors of consumer optimism and innovativeness, while the outcome variable includes online buying. Empirical research was conducted on the convenience sample of 400 Croatian consumers. Research results show that, given demographic characteristics, gender plays an important role in consumer resilience. In terms of the individual protective factors, both consumer optimism and innovativeness positively influence consumer resilience. In addition, consumer resilience negatively impacts online buying. Findings also have practical implications for companies’ marketing strategies.


A Uniquely Jesuit Approach To Engagement Through Social Media, Karl F. Kozlowski, Shawn M. O'Rourke Nov 2021

A Uniquely Jesuit Approach To Engagement Through Social Media, Karl F. Kozlowski, Shawn M. O'Rourke

Jesuit Higher Education: A Journal

Social media is a relevant and powerful instrument of communication in higher education, especially in the college age population. The use of social media in and out of the classroom on the college campus allows faculty to meet students where they are. Content shared by faculty on social media is a means to continue to educate our students and alumni outside of the classroom and build relationships regardless of geographic boundaries. Through the use of social media platforms, we can also continue to relay and demonstrate our Jesuit ideals. This engagement can help build a relationship between faculty and students …


Big Data, Customer Centricity And Sustainability In The Banking Industry, Lina Soubra Nov 2021

Big Data, Customer Centricity And Sustainability In The Banking Industry, Lina Soubra

BAU Journal - Creative Sustainable Development

Due to the huge progress in technology particularly the internet, people around the globe are generating huge amount of data that reflects their personal and unique behaviors. The analytics of big data that has facilitated capturing this rich data on customer in real time helped shifting the business model of banks towards customers. In parallel, nowadays customers are more aware of the need to safeguard the planet for the future generations and are exerting pressures on businesses including banks to become green and sustainable banks. Although banking industry has adopted sustainable development to save its reputation globally that has been …


A Review Of Knowledge Risk Conception, Rabih A. El Khatib, Alaaeldine Abbass Ali, Nehale Mostapha Nov 2021

A Review Of Knowledge Risk Conception, Rabih A. El Khatib, Alaaeldine Abbass Ali, Nehale Mostapha

BAU Journal - Creative Sustainable Development

Knowledge is regarded as a critical source of sustainable competitive advantage. However, knowledge has a negative aspect as well. Organizations face a variety of risks as a result of a lack of knowledge, its disappearance, incorrect application, or other consequences of knowledge-related use. Various knowledge risk dimensions were reported in the literature. The authors summarized and analyzed the theoretical perspectives on knowledge risks based on certain criteria such as comprehensiveness, clarity and flexibility. This research has provided an extended knowledge risk taxonomy of Durst and Zieba (2018). The taxonomy now includes a strategic knowledge risks group that embraces knowledge loss, …


Evaluation Of The Effectiveness Of Continuing Professional Development In The Pharmaceutical Workplace: A Cross-Sectional Study In Lebanon, Georges Hatem, Mathijs Goossens, Diana Ghanem, Roula Bou Assi Nov 2021

Evaluation Of The Effectiveness Of Continuing Professional Development In The Pharmaceutical Workplace: A Cross-Sectional Study In Lebanon, Georges Hatem, Mathijs Goossens, Diana Ghanem, Roula Bou Assi

BAU Journal - Creative Sustainable Development

The objective of this study is to evaluate the effectiveness of Continuous Professional Development in the pharmaceutical workplace and the direct impact on the pharmacists’ personal and professional progression and to assess their perceptions toward various CPD methods and their incorporation into this recent learning pathway. Methods: A cross-sectional descriptive study was conducted in Lebanon within three months from July 2017 till September 2017 using a survey as a tool. Overall 142 participants were conveniently selected frequency matching national government estimates of pharmacists’ work location and gender . Results: Among the respondents, 38.7% reported that they have learnt through CD/DVD, …


The Effect Of Students-As-Customers Concept On The Quality Of Education At Universities, Abeer Ahmad Sherry Nov 2021

The Effect Of Students-As-Customers Concept On The Quality Of Education At Universities, Abeer Ahmad Sherry

BAU Journal - Creative Sustainable Development

In the field of education, particularly in higher education, marketization refers to higher education institutions using marketing practices in their policy and academic service, and mainly by regarding students as customers. Several factors have shifted the perspectives toward the students-as-customers approach. The main causes are the increased competition, decreased government funding, and the increased cost of education. However, adopting the concept of students as customers resulted in a misconception of the relationship between universities and students and many reviews perceive it as degrading for the educational standards. The aim of this paper is to clarify the issue of whether students …


Customers Loyalty: Does Value Co-Creation Become Indispensable For Universities?, Ayman Mahmoud Bazzi, Alaaeddine Abbas Ali, Nehale Mostapha Nov 2021

Customers Loyalty: Does Value Co-Creation Become Indispensable For Universities?, Ayman Mahmoud Bazzi, Alaaeddine Abbas Ali, Nehale Mostapha

BAU Journal - Creative Sustainable Development

This paper investigates the direct and indirect relationships between customers` participation in value co-creation activities (CPVCA) and their loyalty. Quantitative research approach is adopted, while the population consists of all the Lebanese private universities` students. A questionnaire was used to collect data from 403 students, nominated according to convenience sampling technique. The study proposed scale validity and the relationships between variables were examined depending on PLS-SEM. The findings reveal a direct significant relationship between CPVCA and customers` loyalty; in addition, to indirect relationship, through the partial mediating role for customers` satisfaction and relationship strength. Research implications and limitations are presented.


The Feasibility Of Using A Phenomenological Approach To Explicate The Experience Of Being-In-Community: Experience Of Reviving The Marine Heritage In Bahrain, Islam Hamdy Elghonaimy, Layal Tahsine Ahmed Channaa Nov 2021

The Feasibility Of Using A Phenomenological Approach To Explicate The Experience Of Being-In-Community: Experience Of Reviving The Marine Heritage In Bahrain, Islam Hamdy Elghonaimy, Layal Tahsine Ahmed Channaa

BAU Journal - Creative Sustainable Development

The strategic location of Bahrain and its wealthy marine and coastal environment were the main drivers for the country’s flourishment before the discovery of oil. For a long time, Bahrain has functioned as a pioneer maritime trade center and represented a significant trade transit route between the east and west that transfers the affluent marine productions. This mainly formed an eminent cultural heritage for the country reflected within its inveterate maritime history and the authentic bond between the Bahraini grandparents and the sea. Unfortunately, along with the life evolution, this bond became weak and the biodiversity of the country’s marine …


Extensive Descriptive Literature Review Revealing The Impact Of Banking Secrecy On Money Laundering: Prominence On The Lebanese Banking Sector, Nour Mohamad Fayad, Sara Karam Nassredine Nov 2021

Extensive Descriptive Literature Review Revealing The Impact Of Banking Secrecy On Money Laundering: Prominence On The Lebanese Banking Sector, Nour Mohamad Fayad, Sara Karam Nassredine

BAU Journal - Creative Sustainable Development

Worldwide financial institutions face complexity in balancing between business ethical standards on one hand, and the act of competitiveness on the other hand. Thus, while selecting their customers they seek customers that lead them to the optimum position of competitiveness in the market, taking into consideration the act of financial investigation to avoid money launderer customers. Money launderer customers seek to deal with financial institutions to proceed with operating their financial crimes. Therefore, this paper spots the light on “money laundering” alongside with the impact of banking secrecy on money laundering with prominence on the Lebanese banking sector. Thus, in …


No Such Thing As A Free App: A Taxonomy Of Freemium Business Models And User Archetypes In The Mobile Game Market, Imam Salehudin, Frank Alpert Dr Nov 2021

No Such Thing As A Free App: A Taxonomy Of Freemium Business Models And User Archetypes In The Mobile Game Market, Imam Salehudin, Frank Alpert Dr

ASEAN Marketing Journal

Manuscript type: Research Paper Research Aims: The Freemium business model is becoming increasingly prominent in the current digital economy. In the mobile game market, total revenue from free to download apps is overtaking those from paid apps. The purpose of this article is to propose a taxonomy that examines and categorises the various types of Freemium business models. Design/methodology/approach: This study uses the qualitative approach of logical partitioning to generate a Freemium business model's taxonomy through systematic observation of the existing business models. Research Findings: The findings identify advertisement and microtransaction as two primary revenue sources for Freemium business models. …


Do Consumers Raise Their Voices Or Leave After Service Failures? Examining Angry Rumination, Distraction, And Brand Loyalty, Jungyun "Christine" Hur, Soocheong "Shawn" Jang Nov 2021

Do Consumers Raise Their Voices Or Leave After Service Failures? Examining Angry Rumination, Distraction, And Brand Loyalty, Jungyun "Christine" Hur, Soocheong "Shawn" Jang

Journal of Tourism Insights

This study aims to investigate the influence of rumination and distraction on consumer complaining behaviors (e.g., voice, negative word of mouth, and exiting) in a service failure encounter, and further examine the role of brand loyalty in consumer complaining behaviors. The findings of this study suggest that consumers use rumination and distraction to cope with service failures, which has different influences on consumer complaining behavior. Angry rumination increases all three types of consumer complaining behaviors, whereas distraction reduces negative word-of-mouth only. In addition, these relationships vary across the level of brand loyalty. Loyal consumers are more likely to voice their …


The Outlook Digital Indoor Advertising In Mini-Market Using Techno Economy Analysis: Implementation In Indonesia, Tommy Hendrix, Firman Tri Ajie, Mahardhika Berliandaldo Nov 2021

The Outlook Digital Indoor Advertising In Mini-Market Using Techno Economy Analysis: Implementation In Indonesia, Tommy Hendrix, Firman Tri Ajie, Mahardhika Berliandaldo

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: This paper wants to confirm the process feasibility study and advantage application when technology in social media enters goods' commercialisation. Design/methodology/approach: The methodology used in this research qualitative research methodologies, with an approach to data analysis using techno-economic and collective data on digital indoor advertising. Research Findings: The results of techno-economic analysis and feasibility analysis explaining digital indoor advertising business in Indonesia mini market is declared worthy of running, with description NPV on cash flows Rp. 3,664,679,991 and NPV sensitivity analysis of Rp. 3,554,930,887, IRR of 14.09%, and 13.96% (sensitivity analysis). Theoretical Contribution/Originality: This …


Mindful Consumption Behavior On Second-Hand Fashion Products: Intervariable Influence Analysis Of Stimulus-Organism-Response (S-O-R) Model, Diyang Risma Gabriella, Ramses Wardhana Hardjanto, Muhammad Fadhil Mawaridi, Muhammad Naufal Harits, Luh Dyah Purnami Nov 2021

Mindful Consumption Behavior On Second-Hand Fashion Products: Intervariable Influence Analysis Of Stimulus-Organism-Response (S-O-R) Model, Diyang Risma Gabriella, Ramses Wardhana Hardjanto, Muhammad Fadhil Mawaridi, Muhammad Naufal Harits, Luh Dyah Purnami

ASEAN Marketing Journal

Manuscript type: Empirical Research Research Aims: This study was conducted to analyze and develop the intervariable influence within stages in S-O-R Model in second-hand fashion products context Design/methodology/approach: To fulfill the research objective, an online self-administered survey was conducted to respondents who had second-hand thrifting purchase experience. 130 eligible responses were gathered and further analyzed using Structural Equation Modeling (two-way approach) Research Findings: It is observed that eWOM and Consumer Engagement have positive significant effects on Mindful Consumption Behavior (MCB), while no significant influence is found in relationship Attitude toward MCB. No mediating effect is observed in relationship eWOM toward …


Predicting The Relationship Between Scarcity And Serendipity Information Toward Impulse Buying Behavior: Hedonic Shopping Values As Moderator Variables, Natasha A. A. Prawira, Sabrina O. Sihombing Nov 2021

Predicting The Relationship Between Scarcity And Serendipity Information Toward Impulse Buying Behavior: Hedonic Shopping Values As Moderator Variables, Natasha A. A. Prawira, Sabrina O. Sihombing

ASEAN Marketing Journal

Manuscript type: Research article Research Aims: The purpose of this research is to predict the intervariable relationship between scarcity and serendipity information moderated by hedonic values and their influence towards online impulsive buying behavior. Design/methodology/approach: This research uses a quantitative method and uses non-probability sampling method as the data collection techniques by distributing online questionnaires. There are 330 respondents with the criteria of having made transactions at Shopee in the last three months. The data are analyzed using Structural Equation Modeling (SEM) to test the each of the hypothesis and making the conclusion. Research Findings: This study shows that the …


The Analysis Of Green Marketing And Brand Image On Repeat Purchase On Consumers Of Coffee Shop In Bandung, Yulia Nur Hasanah, Fauzan Aziz Nov 2021

The Analysis Of Green Marketing And Brand Image On Repeat Purchase On Consumers Of Coffee Shop In Bandung, Yulia Nur Hasanah, Fauzan Aziz

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: This research was conducted to examine the influence of green marketing and brand image to the repeat purchase of consumer of coffee shop in Bandung. Design/Methodology/Approach: Data were collected through online survey that targeted the consumer of coffee shop in Bandung area. A method of successive interval (MSI) and Partial Least Square (PLS) was used as a method to analyse this data Research Findings: The results shows that green marketing and brand image have a significant effect on repeat purchases simultaneously and separately. Based on these results, consumers of coffee shops in Bandung were …


Personal Norm And Pro-Environmental Consumer Behavior: An Application Of Norm Activation Theory Pdf, Budi Setiawan, Adi Zakaria Afiff, Ignatius Heruwasto Nov 2021

Personal Norm And Pro-Environmental Consumer Behavior: An Application Of Norm Activation Theory Pdf, Budi Setiawan, Adi Zakaria Afiff, Ignatius Heruwasto

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: This study aims to fill the research gap from previous research regarding personal norms in explaining pro-environmental behavior, which does not involve awareness of consequences and ascription of responsibility as antecedents to activate personal norms. Therefore, this study tries to examine personal norms based on norm activation theory in explaining behavior. Design/methodology/approach: The final sample size is 300 respondents selected through purposive sampling technique. Primary data is collected through a closed-end questionnaire. Data analysis consists of two stages, namely the confirmatory factor analysis and structural equation model. Research Findings: Awareness of consequences and ascription …


Banking Digitally To Micro-Business: Exploring Value Co-Creation Strategy In New Product Development Pdf, Rudi Gunawan, Sonny Rustiadi Nov 2021

Banking Digitally To Micro-Business: Exploring Value Co-Creation Strategy In New Product Development Pdf, Rudi Gunawan, Sonny Rustiadi

ASEAN Marketing Journal

Manuscript type: Research Article Research Aims: To further academic knowledge around the topic of value co-creation and to provide a practical strategy for Digital Bank in Indonesia on conducting better co-creation activities. Design/methodology/approach: This research relies on a qualitative method for collecting the primary data through in-depth interviews. Research Findings: Indonesian Bank called Jenius currently practice community-based value co-creation, and it is recommended for the Banks in general to also explore other forms of co-creation initiatives, namely customization, reputation and sensing. These initiatives should be practiced across different stages of co-ideation, co-evaluation, co-design, co-test and co-launch. To better engage consumers …


Are Entrepreneurs Born Or Made? A Look At Entrepreneurial Marketing Education Within Vocational High School, Adhi Setyo Santoso, Jony Oktavian Haryanto, Hanif Widyanto, Hari Suryanto, Lina Rosmawati Nov 2021

Are Entrepreneurs Born Or Made? A Look At Entrepreneurial Marketing Education Within Vocational High School, Adhi Setyo Santoso, Jony Oktavian Haryanto, Hanif Widyanto, Hari Suryanto, Lina Rosmawati

ASEAN Marketing Journal

Manuscript Type: Research Article Research Aims: The research studies the contextual stimuli (business knowledge and environment) toward entrepreneurial self-efficacy and locus of control that influence entrepreneurial intention. Design/methodology/approach: The survey involved vocational high school students in Mataram, Nusa Tenggara Barat, Indonesia, and collected 101 responses. The research applies a quantitative method of 2-steps Partial Least Square – Structural Equation Modelling (PLS-SEM). Research Findings: Results confirms that business knowledge influences entrepreneurial intention mediated by entrepreneurial self-efficacy. Environment influences entrepreneurial intention mediated by locus of control only if students participate in entrepreneurial marketing education. Theoretical Contribution/Originality: The findings contributed to entrepreneurship literature …


The Role Of Customer Networking Capability Effectiveness In Enhancing The Salespeople’S Performance In Small And Medium Enterprises, Ida Bagus Nyoman Udayana, Naili Farida Nov 2021

The Role Of Customer Networking Capability Effectiveness In Enhancing The Salespeople’S Performance In Small And Medium Enterprises, Ida Bagus Nyoman Udayana, Naili Farida

ASEAN Marketing Journal

Research Aims: This research examines the research gap between adaptive selling and the salespeople’s performance. There is an inconsistency of research results among marketing researchers. This study extends the previous marketing literature to customer network-based marketing. Design/Methodology/approach: The research data were collected from 300 salesperson in the field of small and medium enterprises. The data analysis used a structural equation model and Sobel tests. The findings of the research: Research findings show that the effectiveness of customer networking capability functions as an intervention between adaptive selling and salespeople’s performance. Adaptive selling, interaction quality, and perceived interpersonal skills have a significant …


The Influence Of Self-Congruity On Customer Loyalty Of Coffee Shops: Evidence From Global-Chain And Local-Chain Coffee Shops In Indonesia, Dela Anjani, Ike Janita Dewi Nov 2021

The Influence Of Self-Congruity On Customer Loyalty Of Coffee Shops: Evidence From Global-Chain And Local-Chain Coffee Shops In Indonesia, Dela Anjani, Ike Janita Dewi

ASEAN Marketing Journal

Manuscript type: Research Paper Research Aims: This paper seeks to examine the concept of “self-congruity” and its direct and indirect impacts on consumer loyalty of global versus local coffee shops. Design/methodology/approach: The study is a quantitative study using online survey on 400 respondents, which were distributed evenly to consumers of Starbucks (as a global coffee shop) and Anomali Coffee (as a local coffee shop in Jakarta, Indonesia). This paper employs Structural Equation Modelling (SEM) to study the relationships amongst variables. Research Findings: Results of the research show that generally self-congruity has a positive direct and indirect effect on customer loyalty. …


Intervariable Influence Analysis Of Hierarchy Of Effect (Hoe) Model In Cross-Border E-Commerce (Study Case: Shopee And Lazada), Diyang Risma Gabriella, Anna Amalyah Agus Nov 2021

Intervariable Influence Analysis Of Hierarchy Of Effect (Hoe) Model In Cross-Border E-Commerce (Study Case: Shopee And Lazada), Diyang Risma Gabriella, Anna Amalyah Agus

ASEAN Marketing Journal

Manuscript type: Empirical research Research aims: This study was conducted to analyze and develop the intervariable influence within the stages of HOE Model in CBEC context. Design/methodology/approach: Based on the Hierarchy of Effect (HOE) model which consists of the stages of customer progression of learning and decision-making as a response of their shopping experiences. A total research data of 1,651 respondents were collected through a structured questionnaire. SEM method was used to test the proposed research model. Research findings: HOE Model was found to vary based on the level of product cognition and platform involvement. Two case studies provide different …