Cross-Cultural Consumer Perceptions of Advertising via Mobile Devices: Some Evidence from Europe and Japan

Cross-Cultural Consumer Perceptions of Advertising via Mobile Devices: Some Evidence from Europe and Japan

Parissa Haghirian (Sophia University, Japan) and Maria Madlberger (Vienna University of Economics and Business Administration, Austria)
Copyright: © 2009 |Pages: 18
DOI: 10.4018/978-1-60566-054-7.ch153
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Abstract

Sophia University, Japan; Vienna University of Economics and Business Administration, Austria

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