TY  - GEN
AB  - "This book presents the latest research on national brand and private label marketing - in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the papers address 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. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age"."--
AU  - Martínez-López, Francisco J.
AU  - Gázquez Abad, Juan Carlos,
AU  - Chernev, Alexander,
CN  - HF5415.1255
DO  - 10.1007/978-3-319-92084-9
DO  - doi
ID  - 865941
KW  - Branding (Marketing)
LK  - https://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-319-92084-9
N2  - "This book presents the latest research on national brand and private label marketing - in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketing in Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the papers address 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. The main theme of the 2018 conference was "Building Strong Brands in the Digital Age"."--
SN  - 9783319920849
SN  - 3319920847
T1  - Advances in national brand and private label marketing :Fifth International Conference, 2018 /
TI  - Advances in national brand and private label marketing :Fifth International Conference, 2018 /
UR  - https://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-319-92084-9
ER  -