The emerging capabilities of mobile telephony provide a promising alternative commerce channel, contributing to the configuration of the appropriate conditions for the forthcoming communication industry convergence. Elaborating on the rapid evolutions on the mobile commerce landscape, this paper...

Purpose – This study explores the factors of telecom branding in Pakistan. Design/methodology/approach – Survey methodology was used to collect the data and a total of 238 mobile phone users were interviewed for their telecom brand preferences. Findings – Exploratory factor analyses and...