Advances in National Brand and Private Label Marketing

Fourth International Conference, 2017

  • Francisco J. Martínez-López
  • Juan Carlos Gázquez-Abad
  • Kusum L. Ailawadi
  • María Jesús Yagüe-Guillén
Conference proceedings

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

Table of contents

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

    1. Front Matter
      Pages 1-1
    2. María Pilar Martínez-Ruiz, Juan José Blazquez-Resino, Giovanni Pino, Mauro Capestro
      Pages 19-27
  3. Branding

  4. Social Media and Online Context

    1. Front Matter
      Pages 73-73
    2. Jean-Eric Pelet, Jashim Khan, Kelly Cowart
      Pages 75-85
  5. Consumer Behaviour II

    1. Front Matter
      Pages 105-105
    2. Hanna Gendel-Guterman, Shalom Levy
      Pages 107-116
    3. Marcello Sansone, Roberto Bruni, Annarita Colamatteo
      Pages 117-129
    4. Marco Ieva, Edoardo Fornari, Cristina Ziliani
      Pages 131-138
    5. José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Francisco J. Martínez-López, Irene Esteban-Millat
      Pages 139-147
  6. Strategic Issues and Theoretical Research

    1. Front Matter
      Pages 163-163
    2. Mónica Gómez-Suárez, Myriam Quiñones, María Jesús Yagüe-Guillén
      Pages 165-172
    3. Fiona Ellis-Chadwick, Antonia Estrella-Ramón
      Pages 173-182
    4. Juan José Castillo, María Eugenia Fabra, Victoria Labajo
      Pages 191-199
    5. Gerard Costa, Alexis Mavrommatis, Mar Vila, Susana Valdes
      Pages 201-210

About these proceedings


This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing – a collection of original, rigorous and highly relevant contributions.

The 2017 NB&PL marketing conference offers a unique academic forum where researchers present and discuss original and significant contributions on the marketing issues that retailers, store brand managers and national brand managers are now facing.

This year, the three-day event covered a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the conference addressed 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. Lastly, a wide variety of theoretical and methodological approaches were also presented, as is reflected in many of the book’s chapters.


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
  • Kusum L. Ailawadi
    • 3
  • María Jesús Yagüe-Guillén
    • 4
  1. 1.Department of Business AdministrationUniversity of GranadaGranadaSpain
  2. 2.Department of Economics and BusinessUniversity of AlmeríaAlmeríaSpain
  3. 3.Tuck School of BusinessDartmouth College HanoverUSA
  4. 4.Department of Finance and Marketing ResearchAutonomous University of MadridMadridSpain

Bibliographic information

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