The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting … retailers, store brand managers and national brand managers. The three-day event covered a wide range of topics from varied …, cultural dimensions, sales promotions, brand equity, private label pricing, and dual branding – using a wide variety of …

This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing … that retailers, store brand managers and national brand managers are now facing. This year, the three-day event covered a …, brand equity and collaborative relationships. Lastly, a wide variety of theoretical and methodological approaches were also …

This book presents the latest research and recent studies in the field of national brand and private label marketing …. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning …

This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing … researchers around the world on marketing issues affecting retailers, store brand managers and national brand managers. The three … brand extension and price differentials, pursuing a wide variety of theoretical and methodological approaches to do so. …

Konsumenten haben im Rahmen ihrer Kaufentscheidung die Wahl zwischen klassischen Markenartikeln und Eigenmarken des …-Too-Produkte auf dem untersten Preisniveau handelt, sondern um Produkte, die annähernd wie klassische Markenartikel positioniert sind … Kaufentscheidung einfließen, um die zur Wahl stehenden Hersteller- und Handelsmarken zu bewerten: das äußere Erscheinungsbild eines …

their brand. They ignore the fact that technology is an enabler of the “experience” it is not “the experience”. Customers …

assortment decisions, dual-brand manufacturers, positioning, branding, consumer preferences, online context, economic crisis …