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Mobile phone choice: technology versus marketing. The brand effect in the Italian market

✍ Scribed by Melewar, T.C.; Petruzzellis, Luca

Book ID
120692613
Publisher
Emerald Group Publishing Limited
Year
2010
Tongue
English
Weight
151 KB
Volume
44
Category
Article
ISSN
0309-0566

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## Abstract Consumer confusion is likely to be an ever increasing problem as customers live in an environment where they are bombarded with information and where rapid technological developments are taking place. Although consumer confusion has been investigated in individualistic cultures such as