Advances in National Brand and Private Label Marketing: Fourth International Conference, 2017

This text presents the latest research on national brand and private label marketing - a collection of original, rigorous, and highly relevant contributions of the 2017 International Conference on National Brand & Private Label Marketing in Barcelona.

It covers a wide range of topics from fields as varied as retailing, marketing, general business, psychology, economics, and statistics.

Further, the conference addressed diverse areas of application, including: purchase-decision models, premium private labels, decisions involved in introducing new products, M-commerce, private label adoption, assortment decisions, private label pricing, brand equity, and collaborative relationships.