Advances in National Brand and Private Label Marketing
Seventh International Conference, 2020
Editors: Martinez-Lopez, Francisco J., Gázquez-Abad, Juan Carlos, Breugelmans, Els (Eds.)
Free Preview- Features latest research insights on topics related to retailing, private label, or national brand issues
- Shows how the retail landscape can adopt to rapid digital transformation
- Includes interdisciplinary contributions from a wide variety of areas
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- About this book
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This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?
- About the authors
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Francisco J. Martínez-López is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.
Juan Carlos Gázquez-Abad is Associate Professor of Marketing at University of Almería, Spain.
Els Breugelmans is Professor at the Department of Marketing (Antwerp Campus) at KU Leuven, Belgium.
- Table of contents (20 chapters)
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Consumer Values: A Hidden Motivator of Private Label Consumption
Pages 1-11
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Branding Strategies of European Retail Banks: A Linguistic Comparison Between Brand Names for Financial Products
Pages 12-21
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Handle with Care: Adoption of Drone Delivery Services
Pages 22-29
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Can Stock-Outs Act as Scarcity Cues? Impact of Scarcity Message Types and Their Disclosure Time on Number of Items Bought in an Online Fashion Setting
Pages 30-38
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Competition Between National Brands and Private Labels: Determinants of the Market Share of National Brands
Pages 39-49
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Table of contents (20 chapters)
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Bibliographic Information
- Bibliographic Information
-
- Book Title
- Advances in National Brand and Private Label Marketing
- Book Subtitle
- Seventh International Conference, 2020
- Editors
-
- Francisco J. Martinez-Lopez
- Juan Carlos Gázquez-Abad
- Els Breugelmans
- Series Title
- Springer Proceedings in Business and Economics
- Copyright
- 2020
- Publisher
- Springer International Publishing
- Copyright Holder
- The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
- eBook ISBN
- 978-3-030-47764-6
- DOI
- 10.1007/978-3-030-47764-6
- Softcover ISBN
- 978-3-030-47763-9
- Series ISSN
- 2198-7246
- Edition Number
- 1
- Number of Pages
- XV, 178
- Number of Illustrations
- 13 b/w illustrations, 13 illustrations in colour
- Topics
