Purpose -This study aims to investigate consumers' mobile banking adoption through an integration of the technology acceptance model (TAM) with work on perceived benefits and perceived risks. Design/methodology/approach -Data were collected from 435 university students who were non-users but future prospects, and analyzed by structural equation modeling (SEM). Findings -It was found that perceived usefulness, perceived social risk, perceived performance risk and perceived benefit directly affect attitudes towards mobile banking, and that attitude is the major determinant of mobile banking adoption intention. In addition, no direct relationship between perceived usefulness and intention to use, perceived ease of use and attitude, financial risk, time risk, security/privacy risk and attitude was detected. Research limitations/implications -This study reflects the perceptions of non-users and university students -potential future prospects -in an emerging country. The main theoretical contribution of this research is the development of a risk-benefit model by extending TAM. Practical implications -Banks should rely on increasing the benefit perceptions of mobile banking. Simultaneously, decreases in social and performance risk should be promoted strongly. Originality/value -In the study, the adoption intention of mobile banking is tested by integrating TAM with perceived benefits and perceived risks -social risk, performance risk, financial risk, time risk, security risk and privacy risk.

Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention. Research limitations/implications Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies. Practical implications Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands. Originality/value There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.

The purpose of this study is to systematically review the city branding literature, organize the subject matters and draw a map of the development and change in the city branding research domain. As a result, city branding literature is categorized under four thematic areas: (1) city branding concept, processes and measurement; (2) branding strategies; (3) social urbanism; and (4) branding culture and tourism. Most of the studies are research based. The qualitative methods are commonly used. There is a general tendency to describe the data but not to interpret the relations between the concepts and theories. Therefore, the knowledge is idiographic.

Purpose -The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers.Design/methodology/approach -The research was conducted in France and Turkey. To determine the consumption styles, the CSI scale was used. The data were collected from college students aged 18-24 by a self-administered questionnaire. To define the segments, cluster analysis was used. The segments are profiled by young adults' demographic characteristics, attitudes towards shopping influence, and reliance on media.Findings -In both of the countries, four segments were distinguished and defined as ''fashion-brand conscious consumers'', indifferent consumers'', ''recreation seekers'' and ''quality seekers''.Research limitations/implications -The study was executed in just one city (Istanbul) in Turkey and one city (Toulouse) in France. The study focused on a single product class, apparel products, since young adults act more as decision makers for that product class.Practical implications -The expectations and attitudes of the identified segments should be taken into consideration while developing marketing programs by firms.Originality/value -This study examines a cross-cultural validation of CSI scale for new country settings and segments young adults. Moreover, this study put forwards a cross-cultural comparison of young adults' consumption segments.

No abstract