Culture, Perceived Value, and Advertising Acceptance: A Cross-Cultural Study on Mobile Advertising
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DOI: 10.1080/10496491.2019.1612495
Abstract: Abstract Adverting standardization has been widely discussed since 1990s. Recently, this discussion has been extended to mobile advertising. When it comes to adopt a standardization or localization strategy, it is important that marketers understand how… read more here.
Keywords: advertising acceptance; mobile advertising; value; advertising ... See more keywords