Advances in National Brand and Private Label Marketing: Fifth International Conference, 2018

Martínez-López, Francisco J.; Gázquez-Abad, Juan Carlos; Chernev, Alexander

This book presents the latest research on national brand and private label marketing – in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the papers address diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age". 

Details

Published by: Springer

Publication Date: 2018-05-30

Format: Paperback

ISBN-13: 9783319920832

DOI: 10.1007/978-3-319-92084-9

Dimensions: 235.0cm x155.0cm

Pages: 177.0