Advances in National Brand and Private Label Marketing Fifth International Conference, 2018 /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Martínez-López, Francisco J. (Editor, http://id.loc.gov/vocabulary/relators/edt), Gázquez-Abad, Juan Carlos (Editor, http://id.loc.gov/vocabulary/relators/edt), Chernev, Alexander (Editor, http://id.loc.gov/vocabulary/relators/edt)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2018.
• Edition: 1st ed. 2018.
• Series: Springer Proceedings in Business and Economics,
• Subjects: Marketing.; Industrial psychology.; E-business.; Electronic commerce.; E-commerce.; Trade.; Business.; Commerce.; Leadership.; Industrial and Organizational Psychology.; e-Business/e-Commerce.; Business Strategy/Leadership.
• Physical Description: XIII, 177 p. 14 illus., 6 illus. in color. online resource.
• ISBN: 9783319920849
• ISSN: 2198-7246
• DOI: 10.1007/978-3-319-92084-9

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing 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, psychology, economics and statistics. Further, it addressed diverse areas of application - such as consumer decision-making, premium private labels, digital transformation, ethical aspects, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding - using a wide variety of theoretical and methodological approaches. This volume presents the proceedings of this 2018 NB&PL marketing conference in a collection of original and relevant contributions:.