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What is Brand Merchandising

Chapter 45

Encyclopedia of E-Commerce Development, Implementation, and Management

Is the ability to take a company logo or “brand” and effectively place it in products that are purchased or used by consumers. Brand merchandising is a form of general awareness and more successful companies utilize it.

Published in Chapter:

Old Strategies for Positioning in a New Market Segment: Co-Branding and Celebrity Endorsement in the Development of New Mobile Apps for Tweens

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)

Source Title: Encyclopedia of E-Commerce Development, Implementation, and Management

DOI: 10.4018/978-1-4666-9787-4.ch045

Full Text Chapter Download: US $37.50 Add to Cart

What is Brand Merchandising

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