m-Brand loyalty and post-adoption variations for the mobile data services: Gender differences.
This paper uses the value brand model in an attempt to determine the factors affecting post-adoption intentions through brand loyalty for the mobile data services. Data were collected online from 1266 respondents. The structural equation modeling was used to test the research model. The results show...
| Published in: | Computers in Human Behavior Vol. 27; no. 6; pp. 2364 - 2372 |
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| Format: | Article |
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Elsevier Science
November 2011
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| Online Access: | View this record in EBSCOhost |