Advances in National Brand and Private Label Marketing

10th International Conference, 2023
2023
ISBN: 978-3-031-32893-0
Verlag: Springer Nature Switzerland

Buch, Englisch, 152 Seiten, Format (B × H): 160 mm x 241 mm, Gewicht: 418 g

Reihe: Springer Proceedings in Business and Economics

The 2023 International Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers.

The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. The conference addressed diverse areas of application such as branding strategies, innovation in private labels, private label consumers, customer databases, Covid-19 consequences, loyalty programs, sustainability, and online grocery retailing, among others. A wide variety of theoretical and methodological approached have been used in these areas.

This volume presents the proceedings of this 2023 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.

Zielgruppe

Research

Autoren/Hrsg.

Gázquez-Abad, Juan Carlos

Gielens, Katrijn

Martínez-López, Francisco J.

Fachgebiete

• Sozialwissenschaften Psychologie Allgemeine Psychologie Sozialpsychologie Kulturpsychologie, Ethnopsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Über Autor(innen)

Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada, Spain.

Katrijn Gielens is a Professor of Marketing and Sarah Graham Kenan Scholar at the Kenan–Flagler Business School, University of North Carolina at Chapel Hill, USA.