Advances in national brand and private label marketing : Fifth International Conference, 2018 / Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev, editors.
International Conference on Research on National Brand and Private Label Marketing (5th : 2018 : Granada, Spain), author.; Martínez-López, Francisco J. (Francisco José), editor.; Gázquez Abad, Juan Carlos, editor.; Chernev, Alexander, editor.
2018
HF5415.1255 I58 2018eb
Available Online

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Title Advances in national brand and private label marketing : Fifth International Conference, 2018 / Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev, editors.
Meeting Name International Conference on Research on National Brand and Private Label Marketing (5th : 2018 : Granada, Spain), author.
ISBN 9783319920849 (electronic book)
3319920847 (electronic book)
3319920839
9783319920832
DOI https://doi.org/10.1007/978-3-319-92084-9
Published Cham, Switzerland : Springer, [2018]
Copyright ©2018
Language English
Description 1 online resource.
Other Standard Identifiers 10.1007/978-3-319-92084-9 doi
Call Number HF5415.1255 I58 2018eb
Dewey Decimal Classification 658.827
Summary "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"."-- Provided by publisher.
Bibliography, etc. Note Includes bibliographical references.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Source of Description Online resource; title from PDF title page (viewed June 8, 2018).
Added Author Martínez-López, Francisco J. (Francisco José), editor.
Gázquez Abad, Juan Carlos, editor.
Chernev, Alexander, editor.
Series Springer proceedings in business and economics.
Available in Other Form Print version: 9783319920832
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Part I: Consumer Behavior
Part II: Online Context and Digital Transformation
Part III: Branding
Part IV: Modelling and Theoretical Research.

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