This article investigates Generation Y consumers' different value perceptions toward apprel mobile advertising according to cultures (i.e. The United States vs. South Korean) and modalities (short message service vs. multimedia messaging service).
UNT College of Merchandising, Hospitality and Tourism
The UNT College of Merchandising, Hospitality, and Tourism educates students for the globalization of the hospitality, retail, and tourism industries. The college provides bachelor's and master's programs in a variety of majors.
This article investigates Generation Y consumers' different value perceptions toward apprel mobile advertising according to cultures (i.e. The United States vs. South Korean) and modalities (short message service vs. multimedia messaging service).
Publication Title:
International Journal of Marketing Studies
Volume:
4
Issue:
2
Page Start:
56
Page End:
66
Collections
This article is part of the following collection of related materials.
UNT Scholarly Works
Materials from the UNT community's research, creative, and scholarly activities and UNT's Open Access Repository. Access to some items in this collection may be restricted.
Koo, Wanmo; Knight, Dee K.; Yang, Kiseol & Zheng, Xiang.Generation Y consumers' value perceptions toward apparel mobile advertising: functions of modality and culture,
article,
April 1, 2012;
Toronto, Ontario.
(https://digital.library.unt.edu/ark:/67531/metadc861687/:
accessed April 25, 2024),
University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu;
crediting UNT College of Merchandising, Hospitality and Tourism.