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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
Keywords:
Information Science Reference
/
Media & Communications
/
Mobile and Wireless Computing
/
Mobile Computing
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Cross-Cultural Consumer Perceptions of Advertising via Mobile Devices: Some Evidence from Europe and Japan
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Abstract
Sophia University, Japan; Vienna University of Economics and Business Administration, Austria
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