Consumers are unreasonable - but they're not stupid. We all like to think we make rational choices. But thirty years' of research has shown that what we actually do is make instinctive, 'gut' choices and then reverse engineer a set of rational criteria to justify that choice in order to fool...

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....