03470nam 22006855 450 991029821690332120250430120210.03-319-92084-710.1007/978-3-319-92084-9(CKB)4100000004243998(DE-He213)978-3-319-92084-9(MiAaPQ)EBC5406527(PPN)227404807(EXLCZ)99410000000424399820180529d2018 u| 0engurnn#008mamaatxtrdacontentcrdamediacrrdacarrierAdvances in National Brand and Private Label Marketing Fifth International Conference, 2018 /edited by Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Alexander Chernev1st ed. 2018.Cham :Springer International Publishing :Imprint: Springer,2018.1 online resource (XIII, 176 p. 14 illus., 6 illus. in color.)Springer Proceedings in Business and Economics,2198-72543-319-92083-9 Includes bibliographical references.Part I: Consumer Behavior -- Part II: Online Context and Digital Transformation -- Part III: Branding -- Part IV: Modelling and Theoretical Research.The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing 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, psychology, economics and statistics. Further, it addressed diverse areas of application – such as consumer decision-making, premium private labels, digital transformation, ethical aspects, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of theoretical and methodological approaches. This volume presents the proceedings of this 2018 NB&PL marketing conference in a collection of original and relevant contributions:.Springer Proceedings in Business and Economics,2198-7254MarketingPsychology, IndustrialElectronic commerceRetail tradeStrategic planningLeadershipMarketingWork and Organizational PsychologyE-BusinessTrade and RetailBusiness Strategy and LeadershipMarketing.Psychology, Industrial.Electronic commerce.Retail trade.Strategic planning.Leadership.Marketing.Work and Organizational Psychology.E-Business.Trade and Retail.Business Strategy and Leadership.658.8Martínez-López Francisco Jedthttp://id.loc.gov/vocabulary/relators/edtGázquez Abad Juan Carlosedthttp://id.loc.gov/vocabulary/relators/edtChernev Alexanderedthttp://id.loc.gov/vocabulary/relators/edtBOOK9910298216903321Advances in National Brand and Private Label Marketing1934675UNINA