Purpose: In revisiting Festinger's theory of cognitive dissonance, this paper seeks to go beyond traditional business-to-consumer (B2C) research parameters and explore the full extent of its potential application within a New Zealand business-to-business (B2B) purchasing context....

Purpose: Marketers are increasingly spoilt for choice as to which emerging technology to use for the purpose of enhancing their company’s competitive advantage. Accordingly, there is an inherent need to assess, relative to the task of accomplishing an organization’s marketing goals, the...