Advances in National Brand and Private Label Marketing

Fifth International Conference, 2018

  • Francisco J. Martínez-López
  • Juan Carlos Gázquez-Abad
  • Alexander Chernev
Conference proceedings

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

Table of contents

  1. Front Matter
    Pages i-xiii
  2. Consumer Behaviour

  3. Online Context and Digital Transformation

    1. Front Matter
      Pages 63-63
    2. Doris Morales-Solana, Irene Esteban-Millat, Alejandro Alegret Cotas
      Pages 65-73
    3. Pedro Rubio, María Eugenia Fabra, Victoria Labajo
      Pages 75-84
    4. Adnane Alaoui, Donata Vianelli
      Pages 105-113
    5. Maria-Jose Miquel-Romero, Marta Frasquet-Deltoro, Alejandro Molla-Descals
      Pages 115-122
  4. Branding

    1. Front Matter
      Pages 123-123
    2. José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Irene Esteban-Millat, Francisco J. Martínez-López
      Pages 151-157
  5. Modelling and Theoretical Research

    1. Front Matter
      Pages 159-159
    2. Marcello Sansone, Annarita Colamatteo, Maria Anna Pagnanelli
      Pages 169-176

About these proceedings


The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers.

The three-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. Further, it addressed diverse areas of application – such as consumer decision-making, premium private labels, digital transformation, ethical aspects, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of theoretical and methodological approaches.

This volume presents the proceedings of this 2018 NB&PL marketing conference in a collection of original and relevant contributions:


assortment decision brand manufacturer brand strategy consumer preference private label portfolio private label pricing

Editors and affiliations

  • Francisco J. Martínez-López
    • 1
  • Juan Carlos Gázquez-Abad
    • 2
  • Alexander Chernev
    • 3
  1. 1.Department of Business AdministrationUniversity of GranadaGranadaSpain
  2. 2.Department of Economics and BusinessUniversity of AlmeríaAlmeríaSpain
  3. 3.Kellog School of ManagementNorthwestern UniversityEvanstonUSA

Bibliographic information