Advances in National Brand and Private Label Marketing

Sixth International Conference, 2019

  • Francisco J. Martínez-López
  • Juan Carlos Gázquez-Abad
  • Anne Roggeveen
Conference proceedings NB&PL 2019

Part of the Springer Proceedings in Business and Economics book series (SPBE)

Table of contents

  1. Front Matter
    Pages i-xi
  2. Strategic Issues and Theoretical Research

    1. Front Matter
      Pages 1-1
    2. José Luis Ruiz-Real, Juan Uribe-Toril, Juan Carlos Gázquez-Abad
      Pages 27-34
    3. Mónica Gómez-Suárez, María Jesús Yagüe, Cristina García-Gumiel
      Pages 35-42
    4. Steven D’Alessandro, Morgan Miles, Terry Bossomaier
      Pages 43-49
    5. Ting Hin Ho, Dewi Tojib, Yelena Tsarenko
      Pages 50-53
    6. Elisa López Moreno, Nuria Recuero Virto, Maria Francisca Blasco López
      Pages 54-61
  3. Consumer Behaviour

    1. Front Matter
      Pages 71-71
    2. Samy Belaid, Azza Temessek Behi, Dorsaf Fehri Belaid, Jérome Lacoeuilhe
      Pages 73-82
    3. Edoardo Fornari, Francesca Negri, Sebastiano Grandi, Daniele Fornari
      Pages 83-90
    4. Siddhartha Sarkar, Arti D. Kalro, Dinesh Sharma
      Pages 91-98
    5. Francesca De Canio, Elisa Martinelli, Davide Pellegrini, Giuseppe Nardin
      Pages 106-113
    6. Sascha Steinmann, Amelie Winters, Gunnar Mau, Hanna Schramm-Klein
      Pages 114-120
  4. Online Context and Digital Transformation

    1. Front Matter
      Pages 135-135
    2. Kokho (Jason) Sit, Andreia Daemon De Miranda Gonçalves, Giovanni Pino, Juliet Memery
      Pages 137-144
    3. Mika Yrjölä, Hannu Saarijärvi
      Pages 145-153
    4. Zahy Ramadan, Maya Farah, Hadi Audi
      Pages 165-174
    5. Doris Morales-Solana, Alejandro Alegret Cotas, Irene Esteban-Millat
      Pages 175-180
    6. Mario D’Arco, Vittoria Marino, Riccardo Resciniti
      Pages 181-189
    7. Carly Trachtman, Molly Van Dop, Sofia Villas-Boas
      Pages 197-204
  5. Back Matter
    Pages 205-206

About these proceedings


The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing.

The three-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. Further, it addressed diverse areas of application such as innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, and private label pricing.

This volume gathers the proceedings of the 2019 NB&PL marketing conference in a collection of outstanding contributions that employ a wide variety of theoretical and methodological approaches. 


assortment decision brand manufacturer brand strategy consumer preference private label portfolio private label pricing

Editors and affiliations

  • Francisco J. Martínez-López
    • 1
  • Juan Carlos Gázquez-Abad
    • 2
  • Anne Roggeveen
    • 3
  1. 1.Department of Business Administration 1University of GranadaGranadaSpain
  2. 2.Department of Economics and BusinessUniversity of AlmeríaAlmeríaSpain
  3. 3.Marketing DivisionBabson CollegeBabson Park USA

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences