Gázquez-Abad / Martínez-López / Gielens Advances in National Brand and Private Label Marketing

10th International Conference, 2023
1. Auflage 2023
ISBN: 978-3-031-32894-7
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 152 Seiten, eBook

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

Martínez-López, Francisco J.

Gielens, Katrijn

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.