Advances in National Brand and Private Label Marketing : Third International Conference, 2016 / edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht

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Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Springer Proceedings in Business and Economics | SpringerLink BücherPublisher: Cham ; s.l. : Springer International Publishing, 2016Description: Online-Ressource (X, 161 p. 8 illus., 1 illus. in color, online resource)ISBN:

9783319399461

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Additional physical formats: 9783319399454 | Druckausg.: 978-3-319-39945-4 RVK: RVK: QP 624LOC classification:

HF5410-5417.5

DOI: DOI: 10.1007/978-3-319-39946-1Online resources:

Summary: Part I: Consumer Behaviour I -- Part II: Branding I -- Part III: Strategic Decisions and Theoretical Research -- Part IV: Consumer Behaviour II -- Branding II. .Summary: This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB&PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions. The 2016 NB&PL Marketing provided a unique academic forum to present and discuss original, rigorous and significant contributions from researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied fields, including retailing, marketing, general business, tourism, psychology, economics and statistics. The conference papers further addressed diverse areas of application such as value co-creation, assortment decisions, private label proneness, anthropomorphism, sales promotions, tourist services, the online channel, retail brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so.PPN: PPN: 1657751414Package identifier: Produktsigel: ZDB-2-SEB | ZDB-2-SXBM | ZDB-2-BUM

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