Springer Proceedings in Business and Economics

Advances in National Brand and Private Label Marketing

Seventh International Conference, 2020

Editors: Martínez-López, Francisco J., Gázquez-Abad, Juan Carlos, Breugelmans, Els (Eds.)

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  • 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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eBook 117,69 €
price for Spain (gross)
  • ISBN 978-3-030-47764-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover 145,59 €
price for Spain (gross)
About this book

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

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)

Table of contents (20 chapters)
  • Consumer Values: A Hidden Motivator of Private Label Consumption

    Pages 1-11

    Nikolov, Atanas Nik (et al.)

  • Branding Strategies of European Retail Banks: A Linguistic Comparison Between Brand Names for Financial Products

    Pages 12-21

    Lick, Erhard (et al.)

  • Handle with Care: Adoption of Drone Delivery Services

    Pages 22-29

    Farah, Maya F. (et al.)

  • 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

    Kowalczyk, Liliana (et al.)

  • Competition Between National Brands and Private Labels: Determinants of the Market Share of National Brands

    Pages 39-49

    Brüggemann, Philipp (et al.)

Buy this book

eBook 117,69 €
price for Spain (gross)
  • ISBN 978-3-030-47764-6
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover 145,59 €
price for Spain (gross)
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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. Martínez-López
  • 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