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Advances in National Brand and Private Label Marketing

Ninth International Conference, 2022

  • Conference proceedings
  • © 2022

Overview

Editors:
  1. Francisco J. Martínez-López

    1. Department of Business Administration, Business School, University of Granada, Granada, Spain

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  2. Juan Carlos Gázquez-Abad

    1. Department of Economics and Business, University of Almería, Almería, Spain

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  3. Marco Ieva

    1. Department of Economics and Management, University of Parma, Parma, Italy

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  • Features latest research insights on topics related to retailing, private label, and national brand issues
  • Includes interdisciplinary contributions from a wide variety of areas
  • Discusses challenges to national brand strategies and their solutions

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

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Table of contents (23 papers)

  2. COVID-19, New Trends and Marketing Communications

    1. Front Matter

      Pages 151-151
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    2. Emerging Trends in Retailing and Consumption Patterns

      • Elisa Arrigo, Anna Claudia Pellicelli
      Pages 153-158

    3. Order Fulfilment Options and Omni-channel Retailer Performance During the Pandemic

      • Ian Clark Sinapuelas
      Pages 159-165

    4. Impact of CSR Communication on Brand Business and Social Values

      • Didier Louis, Cindy Lombart
      Pages 166-172

    5. Roles and Implications of Marketing Communications in Retail Settings: A Systematic Review

      • Michele Girotto, Mª Luisa Solé Moro, Ana Maria Argila Irurita
      Pages 173-199

  3. Back Matter

    Pages 201-202
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Keywords

About this book

This proceedings volume highlights the latest research presented at the 9th International Conference on Research on National Brand & Private Label Marketing (NB&PL2022). The topics covered include: retailing, private label portfolio and assortment management, private label pricing and promotion, national brand strategies, among other related issues. The volume specifically addresses the needs of researchers and students of advanced marketing courses.

Editors and Affiliations

  • Department of Business Administration, Business School, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  • Department of Economics and Business, University of Almería, Almería, Spain

    Juan Carlos Gázquez-Abad

  • Department of Economics and Management, University of Parma, Parma, Italy

    Marco Ieva

About the editors

Francisco J. Martínez-López is a Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.



Juan Carlos Gázquez-Abad is Professor of Marketing at University of Almería, Spain.


Marco Ieva is Assistant Professor of CRM and Marketing at the University of Parma, Italy.


Bibliographic Information

  • Book Title: Advances in National Brand and Private Label Marketing

  • Book Subtitle: Ninth International Conference, 2022

  • Editors: Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Marco Ieva

  • Series Title: Springer Proceedings in Business and Economics

  • DOI: https://doi.org/10.1007/978-3-031-06581-1

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2022

  • Hardcover ISBN: 978-3-031-06580-4Published: 28 May 2022

  • Softcover ISBN: 978-3-031-06583-5Published: 28 May 2023

  • eBook ISBN: 978-3-031-06581-1Published: 27 May 2022

  • Series ISSN: 2198-7246

  • Series E-ISSN: 2198-7254

  • Edition Number: 1

  • Number of Pages: XI, 202

  • Number of Illustrations: 22 b/w illustrations, 14 illustrations in colour

  • Topics: Marketing, Industrial and Organizational Psychology, Business Strategy/Leadership

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