Generation Y consumers' value perceptions toward apparel mobile advertising: functions of modality and culture
Description:
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).
Date:
April 1, 2012
Creator:
Koo, Wanmo; Knight, Dee K.; Yang, Kiseol & Zheng, Xiang
Item Type:
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Partner:
UNT College of Merchandising, Hospitality and Tourism