Advances in National Brand and Private Label Marketing

Zusatztext

The 2024 International 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 threeday 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 journey, sustainability, the metaverse, online grocery retailing, assortment branding strategies, innovation, labelling, cocreation, 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.

Autorenportrait

Juan Carlos Gázquez-Abad is Professor of Marketing at the University of Almería, Spain. Nicoletta Occhiocupo is Senior Lecturer in Marketing and Operations Management at Oxford Brookes Business School, Oxford Brookes University, UK. José Luis Ruiz-Real is Associate Professor of Marketing at the University of Almería.

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