Andrews, Lynda; Drennan, Judy; Russell‐Bennett, Rebekah - In: European Journal of Marketing 46 (2012) 3/4, pp. 357-386
Purpose – This study seeks to examine the nature of consumers' perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile marketing (m‐marketing) can potentially enhance these value perceptions. Design/methodology/approach – Q...