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Linking perceived value of mobile marketing with the experiential consumption of mobile phones

✍ Scribed by Andrews, Lynda; Drennan, Judy; Russell-Bennett, Rebekah

Book ID
111947830
Publisher
Emerald Group Publishing Limited
Year
2012
Tongue
English
Weight
558 KB
Volume
46
Category
Article
ISSN
0309-0566

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## Abstract The importance of perceived value in customer decision making is well known. However, few studies assess empirically the direct effects of various perceived value dimensions on post‐purchase behavior. This article examines differences between information and entertainment mobile content