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By Francisco J. Martínez-López, Juan Carlos Gázquez-Abad, Els Gijsbrecht

This ebook offers the most recent study on nationwide model and personal label advertising and marketing, within the type of unique, rigorous and suitable contributions from the 2016 nationwide manufacturers and personal Label advertising convention in Barcelona. It covers retailing-related themes, comparable to model naming and packaging judgements, cost elasticity, positioning, branding, client habit, monetary problem, recommendations in progress, and mature inner most labels.

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Extra resources for Advances in National Brand and Private Label Marketing: Third International Conference, 2016

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Journal of Retailing, 89(3), 246–262. Laitinen, E. K. (2002). A dynamic performance measurement system: Evidence from small finish technology companies. Scandinavian Journal of Management, 18(1), 65–99. Lam, S. , & Shankar, V. (2014). Asymmetries in the effects of drivers of brand loyalty between early and late adopters and across technology generations. Journal of Interactive Marketing, 28 (1), 26–42. , Steenkamp, J. E. , & Dekimpe, M. G. (2012). The effect of business-cycle fluctuations on private-label share: What has marketing conduct got to do with it?

Journal of Product & Brand Management, 21(2), 89–97. Lopez, R. , & Zhu, C. (2015). TV advertising spillovers and demand for private labels: The case of carbonated soft drinks. Applied Economics, 47(25), 2563–2576. Mieres, C. , Martı´n, A. M. , & Gutie´rrez, J. A. T. (2006). Antecedents of the difference in perceived risk between store brands and national brands. European Journal of Marketing, 40 (1/2), 61–82. , & Roberts, J. (1986). Price and advertising signals of product quality. Journal of Political Economy, 94(4), 796–821.

2013). Perceived risk influence on the attitude to private labels in the product’s life cycle growth stage. Economic and Business Review for Central and SouthEastern Europe, 15(4), 267–291. , & Suh, Y. G. (2005). Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context. Journal of Consumer Marketing, 22(2), 62–71. Keller, K. L. (2008). ). Upper Saddle River, NJ: Pearson Education. , & Parker, P. M. (1999). Collusive conduct in private label products.

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