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Advances in National Brand and Private Label Marketing

Seventh International Conference, 2020

  • Conference proceedings
  • © 2020

Overview

Editors:
  1. Francisco J. Martinez-Lopez

    1. Department of Business Administration 1, University of Granada, Granada, Spain

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  2. Juan Carlos Gázquez-Abad

    1. Department of Economics and Business, University of Almería, La Cañada de San Urbano, Spain

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    You can also search for this editor in PubMed   Google Scholar

  3. Els Breugelmans

    1. Department of Marketing, KU Leuven, Antwerp, Belgium

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  • Features latest research insights on topics related to retailing, private label, or national brand issues
  • Shows how the retail landscape can adopt to rapid digital transformation
  • Includes interdisciplinary contributions from a wide variety of areas

Part of the book series: Springer Proceedings in Business and Economics (SPBE)

Included in the following conference series:

Conference proceedings info: NB&PL 2020.

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Table of contents (20 papers)

  1. Front Matter

    Pages i-xv
    Download chapter PDF

  2. Consumer Values: A Hidden Motivator of Private Label Consumption

    • Atanas Nik Nikolov, Brandon Gustafson
    Pages 1-11

  3. Branding Strategies of European Retail Banks: A Linguistic Comparison Between Brand Names for Financial Products

    • Erhard Lick, Holger Wochele, Fiorenza Fischer
    Pages 12-21

  4. Handle with Care: Adoption of Drone Delivery Services

    • Maya F. Farah, Mona Mrad, Zahy Ramadan, Houssam Hamdane
    Pages 22-29

  5. Can Stock-Outs Act as Scarcity Cues? Impact of Scarcity Message Types and Their Disclosure Time on Number of Items Bought in an Online Fashion Setting

    • Liliana Kowalczyk, Els Breugelmans, Katia Campo
    Pages 30-38

  6. Competition Between National Brands and Private Labels: Determinants of the Market Share of National Brands

    • Philipp Brüggemann, Rainer Olbrich, Carsten D. Schultz
    Pages 39-49

  7. Markdown Optimization in Apparel Retail Sector

    • Sevde Ceren Yıldız, Mustafa Hekimoğlu
    Pages 50-57

  8. Leveraging Sponsorship on Twitter: Insights from Tennis Grand Slams

    • Kapil Kaushik, Abhishek Mishra
    Pages 58-64

  9. In-store Merchandisers – An Overlooked Strategic Asset for National Brand Manufacturers to Build Retailer Relationships and to Gain Product Visibility

    • Jan-Hinrich Meyer, Eva Maria González Hernández, Miguel Angel López Lomelí
    Pages 65-73

  10. The Impact of Rural and Urban Advertising and Brand Context on Attitude Towards the Brand

    • Anne Fota, Sascha Steinmann, Hanna Schramm-Klein, Gerhard Wagner
    Pages 74-81

  11. Potentials and Boundaries in Frontline Service Encounters Through the Infusion of Technology

    • Tobias Röding, Sascha Steinmann, Gerhard Wagner, Hanna Schramm-Klein
    Pages 82-89

  12. The Vegan Revolution: Opportunities and Differences Across Countries

    • Belén Derqui, Hana Gendel Guterman, Mahsa Ghaffari, Padmali Rodrigo
    Pages 90-96

  13. Assortment Mix Choice Within Shop and Drive: Customer Arbitrage on the Competition Between Private Label and National Brand

    • Léopold Lessassy, Patrick Georges
    Pages 97-104

  14. Influences of Juxtaposition, Coordination and Brand Type on Product Evaluation: An In-Store Experimental Approach

    • Léopold Lessassy, Alain Jolibert
    Pages 105-114

  15. Buying Veg Private Labels. Antecedents and Mediators

    • Elisa Martinelli, Francesca De Canio, Emiro Endrighi
    Pages 115-122

  16. Impact of CSR Initiatives on Consumer’s Perceptions and Attitudes Towards Retailers

    • Rita Coelho do Vale, Pedro Verga Matos, Vera Herédia-Colaço
    Pages 123-129

  17. “I’d like to, but I Can’t”. Store Brands’ Limited Exploitation of the Gluten-Free Opportunity

    • Edoardo Fornari, Alessandro Iuffmann Ghezzi, Daniele Fornari
    Pages 130-136

  18. A View of Retailing Formats Based on the Assortment Dimension: An Analysis in the Spanish Context

    • José Luis Ruiz-Real, Juan Carlos Gázquez-Abad, Francisco J. Martínez-López
    Pages 137-144

  19. Sorry, Your Order Has a Substitution: The Effects of Substitution Policy in Online Grocery Retailing

    • Dong Hoang, Els Breugelmans
    Pages 145-155

  20. Price or Quality? Comparing Consumers’ Perceptions of Competing Private Labels – An Illustrative Analysis in Food Retailing

    • Mika Yrjölä, Harri Hokkanen, Ella Määttänen, Hannu Saarijärvi
    Pages 156-163
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  1. Advances in National Brand and Private Label Marketing

Keywords

About this book

This proceedings volume highlights the latest research presented at the 7th International Conference on Research on National Brand & Private Label Marketing (NB&PL2020, Barcelona, Spain). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment. Further questions addressed here include: Should store brands be promoted? If so, what types of promotion should be used? How can private label penetration, especially premium private labels, best be dealt with? Are dual branding and coupons viable options?




Editors and Affiliations

  • Department of Business Administration 1, University of Granada, Granada, Spain

    Francisco J. Martinez-Lopez

  • Department of Economics and Business, University of Almería, La Cañada de San Urbano, Spain

    Juan Carlos Gázquez-Abad

  • Department of Marketing, KU Leuven, Antwerp, Belgium

    Els Breugelmans

About the editors

Francisco J. Martínez-López is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain.



Juan Carlos Gázquez-Abad is Associate Professor of Marketing at University of Almería, Spain.



​Els Breugelmans is Professor at the Department of Marketing (Antwerp Campus) at KU Leuven, Belgium.

Bibliographic Information

  • Book Title: Advances in National Brand and Private Label Marketing

  • Book Subtitle: Seventh International Conference, 2020

  • Editors: Francisco J. Martinez-Lopez, Juan Carlos Gázquez-Abad, Els Breugelmans

  • Series Title: Springer Proceedings in Business and Economics

  • DOI: https://doi.org/10.1007/978-3-030-47764-6

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020

  • Softcover ISBN: 978-3-030-47763-9Published: 14 May 2020

  • eBook ISBN: 978-3-030-47764-6Published: 13 May 2020

  • Series ISSN: 2198-7246

  • Series E-ISSN: 2198-7254

  • Edition Number: 1

  • Number of Pages: XV, 178

  • Number of Illustrations: 13 b/w illustrations, 13 illustrations in colour

  • Topics: Marketing, IT in Business, Industrial and Organizational Psychology

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