Advances in National Brand and Private Label Marketing, 1st ed. 2016
Third International Conference, 2016
Springer Proceedings in Business and Economics Series

This book presents the latest research on national brand and private label marketing, in the form of original, rigorous and relevant contributions from the 2016 National Brands and Private Label Marketing conference in Barcelona. It covers retailing-related topics, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer behavior, economic crisis, strategies in growth, and mature private labels.

Francisco J. Martínez-López, MSc in Marketing, and European PhD in Business Administration, with Extraordinary Doctoral Prize (University of Granada, Spain), is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain. He has been visiting scholar at the Zicklin School of Business (NY, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (IL, USA), the Michael Smurfit School of Business (Dublin, Ireland), Rutgers Business School (NJ, USA) and the Complutense University Business School (Madrid, Spain). He is Editor-in-Chief of the International Journal of Business Environment (Inderscience Publishers), Associate Editor of European Journal of Marketing (Emerald) and belongs to the Editorial Board of Industrial Marketing Management (Elsevier). Dr. Martínez-López has co-edited several international journals’ special issues and research books for leading publishers of business and management research as Springer and Elsevier. He has also co-authored the text book "e-business Strategies for E-business: Creating Value through Electronic and Mobile Commerce. Concepts and cases (3rd Edition)” (Pearson). Likewise, he has published more than 80 papers in international journals and conferences proceedings.

Juan Carlos Gázquez-Abad is currently an associate professor of marketing at the Economics and Business School, University of Almería (Spain). PhD in Marketing at University of Almería. Visiting professor at the University of Ghent (Belgium) in 2005. His research interests cover several marketing topics, especially those related to retailing and consumer behaviour. He is Associate Editor of the International Journal of Business Environment. His work has been published in Journal of Retailing, European Journal of Marketing, Journal of Marketing Theory and Practice, Internet Research, International Journal of Market Research, International Journal of En

Presents the latest research findings on national brand and private label marketing

Includes interdisciplinary contributions from a wide variety of areas

Highlights consumer behaviour after the global crisis