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  1. Differential Effects of Customers’ Regulatory Fit on Trust, Perceived Value, and M-Commerce Use among Developing and Developed Countries

    Article • Journal of International Marketing, September 2018, American Marketing Association (AMA)

    Abdul Rehman Ashraf, Viswanath Venkatesh

  2. The Role of M-Commerce Readiness in Emerging and Developed Markets

    Article • Journal of International Marketing, June 2017, American Marketing Association (AMA)

    Abdul Rehman Ashraf

  3. The Application of the Technology Acceptance Model Under Different Cultural Contexts: The Case of Online Shopping Adoption

    Article • Journal of International Marketing, September 2014, SAGE Publications

    Abdul Rehman Ashraf