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~subject:"Mobile Business"
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Mobile Business
Consumer behaviour
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China
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Multinationales Unternehmen
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Transnational corporation
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Innovation diffusion
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Underdog affection
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Gao, Tao
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Rohm, Andrew J.
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Sultan, Fareena
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Pagani, Margherita
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Business horizons
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Journal of business research : JBR
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The journal of consumer marketing
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ECONIS (ZBW)
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Brand in the hand : a cross-market investigation of consumer acceptance of mobile marketing
Rohm, Andrew J.
;
Gao, Tao
;
Sultan, Fareena
;
Pagani, …
- In:
Business horizons
55
(
2012
)
5
,
pp. 485-493
Persistent link: https://www.econbiz.de/10009623103
Saved in:
2
Factors influencing Chinese youth consumers' acceptance of mobile marketing
Gao, Tao
;
Sultan, Fareena
;
Rohm, Andrew J.
- In:
The journal of consumer marketing
27
(
2010
)
7
,
pp. 574-583
Persistent link: https://www.econbiz.de/10008772840
Saved in:
3
Consumers un-tethered : a three-market empirical study of consumers' mobile marketing acceptance
Gao, Tao
;
Rohm, Andrew J.
;
Sultan, Fareena
;
Pagani, …
- In:
Journal of business research : JBR
66
(
2013
)
12
,
pp. 2536-2544
Persistent link: https://www.econbiz.de/10010233145
Saved in:
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