Advances in National Brand and Private Label Marketing Fourth International Conference, 2017 /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Martínez-López, Francisco J. (Editor), Gázquez-Abad, Juan Carlos (Editor), Ailawadi, Kusum L. (Editor), Yagüe-Guillén, María Jesús (Editor)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2017.
• Series: Springer Proceedings in Business and Economics,
• Subjects: Business.; Marketing.; Leadership.; E-business.; Electronic commerce.; E-commerce.; Business and Management.; Industrial and Organizational Psychology.; e-Business/e-Commerce.; Business Strategy/Leadership.

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 discu...

Table of Contents:

• Part I: Consumer Behavior I
• Part II: Branding
• Part III: Social Media and Online Context
• Part IV: Consumer Behavior II
• Part V: Strategic Issues and Theoretical Research.