Advances in National Brand and Private Label Marketing

Second International Conference, 2015

  • Francisco J. Martínez-López
  • Juan Carlos Gázquez-Abad
  • Raj Sethuraman
Conference proceedings

Part of the Springer Proceedings in Business and Economics book series (SPBE)

Table of contents

  1. Front Matter
    Pages i-xi
  2. Consumer Behaviour I

    1. Front Matter
      Pages 1-1
    2. Álvaro Garrido-Morgado, Óscar González-Benito, Katia Campo, Mercedes Martos-Partal
      Pages 3-7
    3. Magda Nenycz-Thiel, Jenni Romaniuk
      Pages 35-42
    4. Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad
      Pages 43-50
  3. Strategic Decisions

  4. Branding

    1. Front Matter
      Pages 83-83
    2. Hanna Gendel-Guterman, Shalom Levy
      Pages 85-94
    3. Sebastián Molinillo, Yuksel Ekinci, Arnold Japutra
      Pages 113-125
    4. Elisa Martinelli, Francesca de Canio, Gianluca Marchi, Marina Vignola
      Pages 127-135
  5. Market Trends and Theoretical Research

    1. Front Matter
      Pages 137-137
    2. Jaqueline Medina Valencia
      Pages 139-146
    3. Victoria Labajo, Carlos Martínez de Ibarreta, Carmen Valor
      Pages 155-164
  6. Consumer Behaviour II

About these proceedings


This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona.


assortment decision brand manufacturer brand strategy consumer preference private label portfolio private label pricing private label promotion store brands

Editors and affiliations

  • Francisco J. Martínez-López
    • 1
  • Juan Carlos Gázquez-Abad
    • 2
  • Raj Sethuraman
    • 3
  1. 1.Department of Business AdministrationUniversity of GranadaGranadaSpain
  2. 2.Department of Economy and BusinessUniversity of AlmeriaAlmeriaSpain
  3. 3.Cox School of BusinessSouthern Methodist UniversityDallas, TXUSA

Bibliographic information

  • DOI
  • Copyright Information Springer International Publishing Switzerland 2015
  • Publisher Name Springer, Cham
  • eBook Packages Business and Economics
  • Print ISBN 978-3-319-20181-8
  • Online ISBN 978-3-319-20182-5
  • Series Print ISSN 2198-7246
  • Series Online ISSN 2198-7254
  • Buy this book on publisher's site