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How global brands travel with consumers : an examination of the relationship between brand consistency and meaning across national boundaries

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Persistent link: https://www.econbiz.de/10008906890

Factors influencing Chinese youth consumers' acceptance of mobile marketing

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Factors influencing Chinese youth consumers' acceptance of mobile marketing

Gao, Tao (Tony); Sultan, Fareena; Rohm, Andrew J. - In: Journal of Consumer Marketing 27 (2010) 7, pp. 574-583

Purpose – The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China. Design/methodology/approach – The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including...

Persistent link: https://www.econbiz.de/10014848844