Generation Y consumers' value perceptions toward apparel mobile advertising: functions of modality and culture

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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).

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11 p.

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Koo, Wanmo; Knight, Dee K.; Yang, Kiseol & Zheng, Xiang April 1, 2012.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by UNT College of Merchandising, Hospitality and Tourism to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 31 times , with 4 in the last month . More information about this article can be viewed below.


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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.

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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).

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11 p.

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  • International Journal of Marketing Studies, 2012. Toronto: Canadian Center of Science and Education.

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  • Publication Title: International Journal of Marketing Studies
  • Volume: 4
  • Issue: 2
  • Page Start: 56
  • Page End: 66

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UNT Scholarly Works

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  • April 1, 2012

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  • Aug. 17, 2016, 10:44 p.m.

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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. (digital.library.unt.edu/ark:/67531/metadc861687/: accessed September 21, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Merchandising, Hospitality and Tourism.