Brand in the hand: cross-market investigation of consumer acceptance of mobile marketing

Subjects Covered
Branding
Marketing communications

by
Andrew J Rohm,
Tao Gao,
Fareena Sultan,
Margherita Pagani

Source: Business Horizons

9 pages.
Publication Date: Sep 15, 2012. Prod. #: BH492-PDF-ENG

Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing Harvard Case Study Solution and HBR and HBS Case Analysis