Advances in national brand and private label marketing : Fifth International Conference, 2018 / Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev, editors.
2018
HF5415.1255 I58 2018eb
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Details
Title
Advances in national brand and private label marketing : Fifth International Conference, 2018 / Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev, editors.
ISBN
9783319920849 (electronic book)
3319920847 (electronic book)
3319920839
9783319920832
3319920847 (electronic book)
3319920839
9783319920832
Published
Cham, Switzerland : Springer, [2018]
Copyright
©2018
Language
English
Description
1 online resource.
Item Number
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.
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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Online Access
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Table of Contents
Part I: Consumer Behavior
Part II: Online Context and Digital Transformation
Part III: Branding
Part IV: Modelling and Theoretical Research.
Part II: Online Context and Digital Transformation
Part III: Branding
Part IV: Modelling and Theoretical Research.