Brand in the hand : A cross-market investigation of consumer acceptance of mobile marketing

Andrew J. Rohm, Tao Tony Gao, Fareena Sultan, Margherita Pagani

DOI: 10.1016/j.bushor.2012.05.004
Published: 2012-09-01
Container: Business Horizons
Publisher: Not recorded
Open access: no

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limited evidence Score 43/100 under policy 1.0.0. This is a metadata assessment, not a judgment of the paper's conclusions.

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Cite this work

BibTeX

@article{allodium:10.1016/j.bushor.2012.05.004,
  title = {Brand in the hand : A cross-market investigation of consumer acceptance of mobile marketing},
  author = {Andrew J. Rohm and Tao Tony Gao and Fareena Sultan and Margherita Pagani},
  year = {2012},
  journal = {Business Horizons},
  doi = {10.1016/j.bushor.2012.05.004},
  url = {https://doi.org/10.1016/j.bushor.2012.05.004}
}

RIS

TY  - JOUR
TI  - Brand in the hand : A cross-market investigation of consumer acceptance of mobile marketing
AU  - Andrew J. Rohm
AU  - Tao Tony Gao
AU  - Fareena Sultan
AU  - Margherita Pagani
PY  - 2012
JO  - Business Horizons
DO  - 10.1016/j.bushor.2012.05.004
UR  - https://doi.org/10.1016/j.bushor.2012.05.004
ER  -

APA

Rohm, A. J., Gao, T. T., Sultan, F., & Pagani, M. (2012). Brand in the hand : A cross-market investigation of consumer acceptance of mobile marketing. Business Horizons. https://doi.org/10.1016/j.bushor.2012.05.004

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hal · retrieved 2026-09-25T22:40:21.407Z