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Key drivers of consumer purchase of airline tickets: A cross-cultural analysis

✍ Scribed by Ruiz-Mafe, Carla; Sanz-Blas, Silvia; Hernandez-Ortega, Blanca; Brethouwer, Meike

Book ID
125442677
Publisher
Elsevier Science
Year
2013
Tongue
English
Weight
190 KB
Volume
27
Category
Article
ISSN
0969-6997

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## Abstract Mobile advertising is gearing up for success, but researchers and practitioners need to understand how to measure the effectiveness of this advertising formβ€”particularly the factors that drive mobile messages home in different cultures. This study identifies key measures of effectivenes