Advances in National Brand and Private Label Marketing
By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad & Alexander Chernev
![Advances in National Brand and Private Label Marketing - Francisco J. Martínez-López, Juan Carlos Gázquez-Abad & Alexander Chernev](https://is1-ssl.mzstatic.com/image/thumb/Publication115/v4/83/ea/9e/83ea9e8b-b1ed-a7f8-8ff3-9e8864d08419/cover.jpg/270x270bb.jpg)
- Release Date: 2018-05-29
- Genre: Marketing & Sales
Description
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: