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Summary The Internet of Vehicle (IoV) is known as a kind of highly dynamic network, in which the vehicle needs to exchange information with the fixed Roadside Unit (RSU) or other moving vehicles frequently. In order to improve the performance of existing RSU access schemes, in this paper, we proposed a BUS‐aided RSU connection scheme based on the software‐defined networking (SDN) and evolutionary game theory, in which the costs during multiple‐user access and following RSU handoff are considered. At first, we constructed a SDN‐IoV architecture and showed the benefits by introducing SDN into IoV. After that, we modified the original OpenFlow protocol stack in order to apply it to the wireless vehicular networks. Next, to explore more accessing opportunities in moving cases, the BUS was further introduced as a mobile RSU. With these fixed and mobile RSUs, an evolutionary game is then envisioned to model the multiple‐user access process with the aim to maximize the rewards of all participants. To make our proposed protocol practical, we also illustrated the implementation procedure of our protocol on the OPNET platform and gave out the finite state machine (FSM) of major routines. Numerical results showed that our proposed scheme could outperform the schemes without BUS, SDN, and game theory enabled, in terms of RSU load ratio, throughput, and handoff times.

Purpose Previous literature suggests that people might purchase symbolic products to signal their social identity. However, in the organizational context, subordinates as customers might choose products with less brand prestige than what they want and can afford, just to make sure their choices are below the invisible “red-line” set by the brands of their supervisors. The authors term the phenomenon as “boss ceiling effect,” and term the behavior that people often downgrade their original choice to make sure the brand prestige is lower than that of the product owned by their boss as “downgrading behavior,” which have not been explored and well explained by existing literature so far. The paper aims to discuss this issue. Design/methodology/approach The authors conduct qualitative study to explore the existence of boss ceiling effect and providing possible influential factors of brand downgrading attitude. The quantitative study empirically examines the relationships among undesired self, perceived risk, organizational culture balance, and downgrading attitude and intension. Findings The authors find that undesired self-congruence and perceived risk are positively related to the downgrading attitude. In addition, the culture balance directly affects the brand downgrading attitude negatively and also moderates the relationship between undesired self-congruence and downgrading attitude positively and the relationship between perceived risk and downgrading attitude negatively. Originality/value The authors contribute to both organizational culture research and symbolic consumption research by considering symbolic consumption behavior in organization context. It is of great practical implications for marketers of symbolic consumption to understand the downgrading behavior.