© 2020

Advances in National Brand and Private Label Marketing

Seventh International Conference, 2020

  • Francisco J. Martinez-Lopez
  • Juan Carlos Gázquez-Abad
  • Els Breugelmans
Conference proceedings NB&PL 2020

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

Table of contents

  1. Front Matter
    Pages i-xv
  2. Atanas Nik Nikolov, Brandon Gustafson
    Pages 1-11
  3. Maya F. Farah, Mona Mrad, Zahy Ramadan, Houssam Hamdane
    Pages 22-29
  4. Sevde Ceren Yıldız, Mustafa Hekimoğlu
    Pages 50-57
  5. Kapil Kaushik, Abhishek Mishra
    Pages 58-64
  6. Anne Fota, Sascha Steinmann, Hanna Schramm-Klein, Gerhard Wagner
    Pages 74-81
  7. Tobias Röding, Sascha Steinmann, Gerhard Wagner, Hanna Schramm-Klein
    Pages 82-89
  8. Belén Derqui, Hana Gendel Guterman, Mahsa Ghaffari, Padmali Rodrigo
    Pages 90-96
  9. Elisa Martinelli, Francesca De Canio, Emiro Endrighi
    Pages 115-122
  10. Rita Coelho do Vale, Pedro Verga Matos, Vera Herédia-Colaço
    Pages 123-129
  11. Edoardo Fornari, Alessandro Iuffmann Ghezzi, Daniele Fornari
    Pages 130-136
  12. José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Francisco J. Martínez-López
    Pages 137-144

About these proceedings


This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?


Digital and mobile technologies National branding research Private label branding NB&PL conference Online retail innovations Manufacturer-retailer relationships

Editors and affiliations

  • Francisco J. Martinez-Lopez
    • 1
  • Juan Carlos Gázquez-Abad
    • 2
  • Els Breugelmans
    • 3
  1. 1.Department of Business Administration 1University of GranadaGranadaSpain
  2. 2.Department of Economics and BusinessUniversity of AlmeríaLa Cañada de San UrbanoSpain
  3. 3.Department of MarketingKU LeuvenAntwerpBelgium

About the editors

Francisco J. Martínez-López is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.

Juan Carlos Gázquez-Abad is Associate Professor of Marketing at University of Almería, Spain.

​Els Breugelmans is Professor at the Department of Marketing (Antwerp Campus) at KU Leuven, Belgium.

Bibliographic information

  • Book Title Advances in National Brand and Private Label Marketing
  • Book Subtitle Seventh International Conference, 2020
  • Editors Francisco J. Martinez-Lopez
    Juan Carlos Gázquez-Abad
    Els Breugelmans
  • Series Title Springer Proceedings in Business and Economics
  • Series Abbreviated Title Springer Proceed. Business, Economics
  • DOI
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Softcover ISBN 978-3-030-47763-9
  • eBook ISBN 978-3-030-47764-6
  • Series ISSN 2198-7246
  • Series E-ISSN 2198-7254
  • Edition Number 1
  • Number of Pages XV, 178
  • Number of Illustrations 13 b/w illustrations, 13 illustrations in colour
  • Topics Marketing
    IT in Business
    Industrial and Organizational Psychology
  • Buy this book on publisher's site
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