Asymmetries in the effects of drivers of brand loyalty between early and late adopters and across technology generations

• Main Authors: Lam, Shun Yin, Shankar, Venkatesh
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2015
• Subjects: DRNTU::Business::Marketing
• Online Access: https://hdl.handle.net/10356/104744; http://hdl.handle.net/10220/24681
• Institution: Nanyang Technological University

Mobile marketing activities are growing at a rapid pace. The success of mobile marketing hinges on consumers' adoption of mobile devices. However, consumers' mobile device adoption is not well understood at the brand (e.g., Apple, Nokia, Samsung) level. We propose a conceptual framework li...