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The increasing number of potential applications related to intelligent transportation systems (ITSs) have attracted researchers to the area of vehicular networks (VNs). Two main classes of applications have lately gained popularity, i.e., security and safety, and traffic information and service location applications. However, several open research challenges are delaying the efficient and widespread deployment and management of such applications in VNs. One of these challenges comprises how vehicles and service providers could discover each other in VNs, which are well known for their large scale and high mobility. Most service discovery strategies available present high overhead and poor performance in a VN environment. Existing context-aware and location-based service discovery protocols (LocVSDPs) are either designed without considering the particularities of VNs or are not scalable with the increase in network density and the number of requests. In this paper, we propose a new context-aware and LocVSDP (EB-LocVSDP) for VNs and its variant (Naive-LocVSDP). Our protocols offer a scalable framework for the discovery of time-sensitive and location-based services in VNs. They rely on a cluster-based infrastructure. Furthermore, LocVSDPs are integrated into the network layer and use channel diversity to improve service discovery efficiency. We discuss the implementation of our protocols and techniques, report on performance evaluation experiments, and offer a comparison against an existing location-based discovery protocol [the Vehicular Information Transfer Protocol (VITP)]. Our simulation results indicate that our proposed LocVSDPs show a gain of 20% in terms of success rate. LocVSDPs use at least 90% less bandwidth than VITP, and their average response time is at least 10% lower than VITP for successful query transactions.