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Advances in National Brand and Private Label Marketing (Sethuraman, Raj (Hrsg.) / Gázquez-Abad, Juan Carlos (Hrsg.) / Ruiz-Real, José Luis (Hrsg.))
Advances in National Brand and Private Label Marketing
Untertitel 12th International Conference on Global Retail Brand Management, Dallas, Texas, USA, 2025
Autor Sethuraman, Raj (Hrsg.) / Gázquez-Abad, Juan Carlos (Hrsg.) / Ruiz-Real, José Luis (Hrsg.)
Verlag Springer International Publishing
Co-Verlag Springer (Imprint/Brand)
Sprache Englisch
Einband Fester Einband
Erscheinungsjahr 2025
Seiten 121 S.
Artikelnummer 49026284
Verlagsartikelnummer 89528438
ISBN 978-3-031-97132-7
Reihe Springer Proceedings in Business and Economics
Ausstattung/Verpackung EUDR exemption - product or manufacturing materials placed on the market prior to 31.12.2025.
Sonstiges Research
CHF 216.00
Zusammenfassung

The 2025 International Conference on Global Retail Brand Management 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 various 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, labeling, and co-creation, among others. A wide variety of theoretical and methodological approaches have been used in these areas.
This volume presents the proceedings of the 2025 NB&PL marketing conference in a collection of original, rigorous, and relevant contributions.

Juan Carlos Gázquez-Abad is Professor of Marketing at the University of Almería, Spain.
José Luis Ruiz-Real is Professor of Marketing at the University of Almería, Spain. 
Raj Sethuraman is Harold Simmons Distinguished Professor and Executive Director of the Center for Marketing Management Studies at the Edwin L. Cox School of Business at Southern Methodist University, Dallas, Texas, USA.