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:
Über den Autor Francisco J. (Hrsg.) Martínez-López
Francisco J. Martínez-López is Professor of Business Administration at the University of Granada in Spain.
Luis F. Martinez is Associate Professor of Marketing and Behavioral Science at Nova School of Business & Economics, Nova University Lisbon, Portugal.
Philipp Brüggemann is Postdoctoral Researcher at the University of Hagen, Germany.