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Keywords: Mobile phones
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Journal Articles
Linking perceived value of mobile marketing with the experiential consumption of mobile phones
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Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (3-4): 357–386.
Published: 30 March 2012
...Lynda Andrews; Judy Drennan; Rebekah Russell‐Bennett Purpose This study seeks to examine the nature of consumers' perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile marketing (m‐marketing) can potentially enhance these value perceptions...
