Mobile marketing and consumer perceptions of brand equity

Asia Pacific Journal of Marketing and Logistics

Volumn 24, Issue 4, 2012, Pages 539-560

  Smutkupt, Phumisak ^a   Krairit, Donyaprueth ^a   ba Khang, do ^a  

^a ASIAN INSTITUTE OF TECHNOLOGY   (Thailand)

Author keywords

Advertising; Brand equity; Consumer behaviour; Mobile advertising; Mobile communication systems; Mobile marketing; Permission marketing; Short message service; Thailand

Indexed keywords

EID: 84893054754     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/13555851211259016     Document Type: Article

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