Advances in National Brand and Private Label Marketing: 11th Inteational Conference, Oxford, UK, 2024 (Springer Proceedings in Business and Economics)

by: Juan Carlos Gázquez-Abad (Editor),Nicoletta Occhiocupo (Editor),José Luis Ruiz-Real (Editor)&0more

Publisher: Springer

Edition: 2024th

Publication Date: 2024/9/9

Language: English

Print Length: 161 pages

ISBN-10: 3031691911

ISBN-13: 9783031691911

Book Description

The 2024 Inteational Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, 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. The conference addressed diverse areas of application such as customer jouey, sustainability, the metaverse, online grocery retailing, assortment branding strategies, innovation, labelling, co-creation, among others. A wide variety of theoretical and methodological approaches have been used in these areas.This volume presents the proceedings of this 2024 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.

About the Author

The 2024 Inteational Conference on National Brand & Private Label Marketing is a unique academic forum to present and discuss original, rigorous, 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. The conference addressed diverse areas of application such as customer jouey, sustainability, the metaverse, online grocery retailing, assortment branding strategies, innovation, labelling, co-creation, among others. A wide variety of theoretical and methodological approaches have been used in these areas.This volume presents the proceedings of this 2024 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.