Cloud computing services : theoretical foundations of ethical and entrepreneurial adoption behaviour

Clouicomputing is an emerging service technology that has ethical and entrepreneurial implications. Due to technological innovations increasing the attention placed on cloud computing services, more people are focusing on the security and privacy issues determined by ethical guidelines and how the technology is evolving as an entrepreneurial service innov.ation. This paper presents a theoretical perspective on how a person adopts cloud computing. The literature on technology innovation and adoption behaviour is examined with a focus on social cognitive theory. A theoretical framework is then presented, which indicates a number of propositions to describe the intention of a person to adopt cloud computing services. The role of technology marketing capability, sustained learning and outcome expectancy are included in helping to understand the role of cloud computing applications. Suggestions for future research and practical implications are stated.<br /

Determinants and Antecedents of Relationship Marketing Orientation

This study investigates the extent of Relationship Marketing Orientation (RMO) in the banking sector of Egypt. The need to deliver a superior value to bank customers has assumed paramount importance as competition intensifies at a fast pace and local consumers become more demanding. This study attempts to answer whether the bank’s ownership style will influence the extent of the bank’s relationship marketing orientation. This empirical study of 32 Egyptian banks is based on the antecedents and determinants of RMO elected from the literature. Findings suggest that different ownership of a bank may exert a different emphasis on RMO. The study reports that RMO is determined by ten antecedents of relationship marketing

Social cognitive theory in mobile banking innovations

This paper examines the behavior Australian youths have toward mobile banking. Social cognitive theory is the theoretical framework in which a conceptual model is empirically tested. The conceptual model includes five constructs (media, modeling, outcome expectancy, learning orientation and entrepreneurial orientation), which are proposed to influence an individual&rsquo;s intention to adopt mobile banking. The conceptual model is tested in a sample of Australian youths and the analysis supports a portion of the proposed conceptual model. The findings support the link between the media and an individual&rsquo;s entrepreneurial orientation with their intention to adopt mobile banking. The paper demonstrates how social cognitive theory is a useful foundation to understand the external and internal stimuli that influence an individual&rsquo;s desire to adopt mobile banking.<br /

Consumer neuroscience perspective for brands: how do brands influence our brains?

Neuroscientific tools have increasingly been used by marketing practitioners and researchers to understand and explain several different questions that have been issued for a specific company or a general understanding. In this respect, the neuroscientific approach has been evaluated as a potential tool for understanding the neural mechanisms directly related to marketing with its contribution to providing novel perspectives. The chapter addresses one of the most relevant subjects, brands, for issuing the strategic role of applied neuroscience in marketing and consumer behavior. The first section of this chapter focuses on a novel definition of brand, and the next section covers the brand image, brand perception, and brand loyalty. The second section summarizes the main findings regarding the neuroscience of brands. In the final section, the findings from a related experiment have been provided for the potential roles of neuromarketing for developing marketing strategies for brands.2-s2.0-85137250492Oca