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Keywords: Mobile radio systems
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Journal Articles
Mapping the mind of the mobile consumer across borders: An application of the Zaltman metaphor elicitation technique
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2005) 22 (6): 641–657.
Published: 01 December 2005
... the cognitive structure and content of consumer perceptions of the mobile internet. This study was also the first to apply ZMET as a comparative tool, as well as the first to extend ZMET to include composite weights of construct dyads. Consumer behaviour Mobile radio systems Japan Indonesia...
