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- W4247532009 abstract "Advancements of the wired Internet and mobile telecommunications offer companies new opportunities for branding but also create a need to develop the literature to incorporate the new communication channels. This chapter focuses on the mobile channel and how mobile phones can be used in branding activities. Based on a literature review and practical examples, the chapter discusses how brand managers can utilize the mobile channel to strengthen brand assets. Four mobile branding (m-branding) techniques are proposed and their impact on brand assets discussed. Managerial implications and suggestions for further research are provided." @default.
- W4247532009 created "2022-05-12" @default.
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- W4247532009 date "2011-01-18" @default.
- W4247532009 modified "2023-09-27" @default.
- W4247532009 title "Developing Brand Assets with Wireless Devices" @default.
- W4247532009 doi "https://doi.org/10.4018/9781591403210.ch010.ch000" @default.
- W4247532009 hasPublicationYear "2011" @default.
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