This book presents the latest research on national brand and private label marketing in a collection of original and highly relevant contributions to the 2018 International Conference on National Brand & Private Label Marketingin Barcelona. It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the papers address diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity and collaborative relationships. The main theme of the 2018 conference was Building Strong Brands in the Digital Age.
Part I: Consumer Behavior.- Part II: Online Context and Digital Transformation.- Part III: Branding.- Part IV: Modelling and Theoretical Research.
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