عنوان

Advances in national brand and private label marketing :

3030189112

3030189120

9783030189112

9783030189129

3030189104

9783030189105

Advances in national brand and private label marketing :

[Book]

sixth International Conference, 2019 /

Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Anne Roggeveen, editors.

Cham, Switzerland :

Springer,

[2019]

©2019

1 online resource

Springer proceedings in business and economics,

2198-7254

Includes bibliographical references and index.

Intro; Preface; Organization; Conference Chairs; Program Committee; Program Organizing Committee; Contents; Strategic Issues and Theoretical Research; The Impact of Age on the Relationship Between Assortment Size and Perceived Value; Abstract; 1 Introduction; 2 Research Problem; 3 Methods; 4 Results; 5 Discussion; References; Impact of Category-Specific Demand Environment on Store Brand Quality Positioning: Empirical Evidence; 1 Introduction; 2 Observational Data; 3 Conjoint Analysis; 4 Scanner Panel Data Analysis; 5 Summary; References

3.1 Hypotheses Related to the Stimuli-Antecedents Variables3.2 Hypotheses Related to the Organism-Mediating Variables; 3.3 Hypotheses Related to the Response-Consequences Variables; 4 Conclusions; Appendix: Proposed Model; References; Investigating Private Labels' Success Against National Brands in the Men's Razor Category; Abstract; 1 Introduction; 2 Determinants of Private Label Success; 3 Application of the Model to Blade and Schick; 3.1 Consumer Driven Determinants; 3.2 Retailer Driven Determinants; 3.3 National Manufacturer Driven Determinants; 4 Managing Brand Portfolios; 5 Perspective

5.3.3 Innovation and Brand Value6 Conclusions and Managerial Implications; 7 Limitations and Future Research; Acknowledgements; References; Assortment and Retailing: A Trendy Couple; Abstract; 1 Introduction; 2 Methodology; 3 Results and Discussion; 4 Conclusions and Managerial Implications; References; Measuring the Experiential Marketing Orientation Management of Shopping Centres; Abstract; 1 Introduction; 2 Background: Market Orientation, Customer Experience Management and Experiential Marketing; 3 Methodology; 4 Results; 5 Conclusions, Limitations and Future Research; Acknowledgements

The Interplay Between Manufacturer Brands and Private Labels: Radical Innovation in Consumer Packaged Goods in SpainAbstract; 1 Introduction; 2 Overview of the Literature and Background; 2.1 Conceptualization of Innovation; 2.2 Consumer Packaged Goods; 2.3 Private Labels in EU; 2.4 Interaction Between PL and Innovation; 3 Aim; 4 Methodology; 5 Findings and Discussion; 5.1 MBs Leading Innovation Reduces PL Market Share Growth; 5.2 Limited Availability of Innovation to Consumers; 5.3 Features of the Most Innovative Categories; 5.3.1 Type of product; 5.3.2 Innovation and PL Market Share

0

8

8

8

"The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing. 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 innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, and private label pricing. This volume gathers the proceedings of the 2019 NB & PL marketing conference in a collection of outstanding contributions that employ a wide variety of theoretical and methodological approaches."--Back cover.

Springer Nature

com.springer.onix.9783030189112

Advances in national brand and private label marketing.

9783030189105

9783030189129

Branding (Marketing), Congresses.

Branding (Marketing)

BUSINESS & ECONOMICS-- Industrial Management.

BUSINESS & ECONOMICS-- Management Science.

BUSINESS & ECONOMICS-- Management.

BUSINESS & ECONOMICS-- Organizational Behavior.

BUS-- 041000

BUS-- 042000

BUS-- 082000

BUS-- 085000

KJS

KJS

KJSM

Gázquez Abad, Juan Carlos

Martínez-López, Francisco J., (Francisco José)

Roggeveen, Anne L.

International Conference on Research on National Brand and Private Label Marketing(6th :2019 :, Granada, Spain)

20200823090551.0

pn

[Book]

Y