Advances in National Brand and Private Label Marketing
11th International Conference, Oxford, UK, 2024
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Beschreibung
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 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 journey, 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.
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 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 journey, 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.
Features latest research insights on topics related to retailing, private label, and national brand issues Includes interdisciplinary contributions from a wide variety of areas Discusses challenges to national brand strategies and their solutions
Autor*in
Juan Carlos Gázquez-Abad
Themen in »Advances in National Brand and Private Label Marketing«
Digital transformation e-Commerce research Social web technology Social commerce Psychological and behavioral marketing Retail management Consumer trends Sustainable supply chain manegement Corporate social responsibility Customer engangement Value co-creation Inter-brand competition