The purpose of this study is to examine the factors influence consumers' intention to purchase hybrid car and explore the roles of consumption values in automotive context. The study has been examining the direct relationship between functional value, symbolic value, emotional value, novelty value and conditional value with consumers' intention to purchase hybrid car. Each variable was measured using 7-point Likert-scale. Questionnaire was used to collect data from individual consumers in Klang Valley. The data were then analyzed by using structural equation modeling (SEM) with SmartPLS 2.0. Five hypotheses were developed for this study and were tested using two stages analyses. The first stage involves measurement model while the second stage is structural model. The results of the study indicated that functional value is the most significant predictor of consumers' intention to purchase hybrid car. In contrast, symbolic value, emotional value and novelty value failed to show significant relationship with consumers' intention to purchase hybrid car. Finally, implications of the findings as well as limitations and future research are discussed.

This chapterinvestigates the impact of marketing communication capability on sustainable competitive advantage by examining the mediating effect of product development and selling capabilities. It also explores the effect of information technological turbulence on the relationship between marketing communication capability and firm competitive advantage. This chapter proposes a structural equation model to empirically test the relationships between marketing communication, selling capability, product development, and sustainable competitive advantage. Drawing from the SMEs database provided by the Ministry of Cooperative and SMEs in Indonesia, the random sample adopts a self-administered mail survey for data collection. The results indicate that marketing communication capability has a positive impact on product development capability, which in turn strengthens the sales capability to achieve sustainable competitive advantage. However, high information technological turbulence reduces the effectiveness of marketing communication capability on supporting the competitive advantage. This chapter extends the dynamic capability theory by adopting information technological turbulence at various levels to explain the role of marketing communication and product development.