Advances in National Brand and Private Label Marketing: 10th International Conference, 2023

by Juan Carlos Gázquez-Abad (Editor), Francisco J. Martínez-López (Editor), Katrijn Gielens (Editor)

Overview

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.

Product Details

ISBN-13:	9783031328930
Publisher:	Springer Nature Switzerland
Publication date:	05/20/2023
Series:	Springer Proceedings in Business and Economics
Edition description:	2023
Pages:	152
Product dimensions:	6.10(w) x 9.25(h) x (d)

About the Author

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.