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Old Strategies for Positioning in a New Market Segment: Co-Branding and Celebrity Endorsement in the Development of New Mobile Apps for Tweens
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Author(s): Ana Isabel Jiménez-Zarco (Open University of Catalunya, Spain), Inés González-González (Pompeu Fabra University, Spain)and Elena González-Rodrigo (Rey Juan Carlos University, Spain)
Copyright: 2016
Pages: 14
Source title:
Encyclopedia of E-Commerce Development, Implementation, and Management
Source Author(s)/Editor(s): In Lee (Western Illinois University, USA)
DOI: 10.4018/978-1-4666-9787-4.ch045
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