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Advances in National Brand and Private Label Marketing

Third International Conference, 2016

  • Francisco J. Martínez-López
  • Juan Carlos Gázquez-Abad
  • Els Gijsbrecht

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

Table of contents

  1. Front Matter
    Pages i-x
  2. Consumer Behaviour I

  3. Branding I

    1. Front Matter
      Pages 51-51
    2. Elisa Martinelli, Francesca De Canio, Gianluca Marchi
      Pages 53-62
  4. Strategic Decisions and Theoretical Research

  5. Consumer Behaviour II

  6. Branding II

    1. Front Matter
      Pages 137-137
    2. Enrique Bigné, Eva-María Caplliure, María-José Miquel
      Pages 139-148
    3. Katrijn Gielens, Marnik G. Dekimpe, Anirban Mukherjee, Kapil Tuli
      Pages 149-151
    4. Mónica Gómez-Suárez, Myriam Quiñones, María Jesús Yagüe
      Pages 153-161

About these proceedings

Introduction

This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB&PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions.

The 2016 NB&PL Marketing provided a unique academic forum to present and discuss original, rigorous and significant contributions from researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers.

The three-day event covered a wide range of topics from varied fields, including retailing, marketing, general business, tourism, psychology, economics and statistics. The conference papers further addressed diverse areas of application such as value co-creation, assortment decisions, private label proneness, anthropomorphism, sales promotions, tourist services, the online channel, retail brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so.

Keywords

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
  • Els Gijsbrecht
    • 3
  1. 1.Department of Business AdministrationUniversity of GranadaGranadaSpain
  2. 2.Department of Economics and BusinessUniversity of AlmeríaAlmeríaSpain
  3. 3.Department of MarketingTilberg UniversityLE TilburgThe Netherlands

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-39946-1
  • Copyright Information Springer International Publishing Switzerland 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-39945-4
  • Online ISBN 978-3-319-39946-1
  • Series Print ISSN 2198-7246
  • Series Online ISSN 2198-7254
  • Buy this book on publisher's site
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