TY - BOOK AU - Martínez-López,Francisco J. AU - Gázquez-Abad,Juan Carlos AU - Ailawadi,Kusum L. AU - Yagüe-Guillén,María Jesús ED - SpringerLink (Online service) TI - Advances in National Brand and Private Label Marketing: Fourth International Conference, 2017 T2 - Springer Proceedings in Business and Economics, SN - 9783319597010 AV - HF5410-5417.5 U1 - 658.8 23 PY - 2017/// CY - Cham PB - Springer International Publishing, Imprint: Springer KW - Marketing KW - Industrial psychology KW - E-business KW - Electronic commerce KW - E-commerce KW - Leadership KW - Industrial and Organizational Psychology KW - e-Business/e-Commerce KW - Business Strategy/Leadership N1 - Part I: Consumer Behavior I -- Part II: Branding -- Part III: Social Media and Online Context -- Part IV: Consumer Behavior II -- Part V: Strategic Issues and Theoretical Research; Available to subscribing member institutions only. Доступно лише організаціям членам підписки N2 - This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing – a collection of original, rigorous and highly relevant contributions. The 2017 NB&PL marketing conference offers a unique academic forum where researchers present and discuss original and significant contributions on the marketing issues that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics and statistics. Further, the conference addressed 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. Lastly, a wide variety of theoretical and methodological approaches were also presented, as is reflected in many of the book’s chapters UR - https://doi.org/10.1007/978-3-319-59701-0 ER -