@article{727513,
      author = {Martínez-López, Francisco J. and Gázquez Abad, Juan  Carlos, and Sethuraman, Raj,},
      url = {http://library.usi.edu/record/727513},
      title = {Advances in national brand and private label marketing  second International Conference, 2015 / [electronic  resource] :. International Conference on Research on  National Brand and Private Label Marketing},
      abstract = {This book presents the latest research and recent studies  in the field of national brand and private label marketing.  It covers a wide range of topics, including retailing,  marketing, general business, psychology, economics and  statistics. It addresses diverse areas of application, such  as brand naming and packaging decisions, price elasticity,  positioning, branding, consumer motivation, online  communities, economic crisis, strategies in growth and  mature private labels. The contributions are organized  according to the following themes: consumer behaviour,  strategic decisions, branding, market trends and  theoretical research. The book presents a collection of  original, rigorous and relevant contributions from the 2015  National Brands and Private Label Marketing conference in  Barcelona.},
      recid = {727513},
      pages = {1 online resource.},
}