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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
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Author(s): Parissa Haghirian (Sophia University, Japan) and Maria Madlberger (Vienna University of Economics and Business Administration, Austria)
Copyright: 2009
Pages: 18
Source title: Mobile Computing: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): David Taniar (Monash University, Australia)
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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