Advances in National Brand and Private Label Marketing Sixth Interna
The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailer
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Francisco J. Martínez-López Juan Carlos Gázquez-Abad Anne Roggeveen Editors
Advances in National Brand and Private Label Marketing Sixth International Conference, 2019
Springer Proceedings in Business and Economics
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Francisco J. Martínez-López Juan Carlos Gázquez-Abad Anne Roggeveen •
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Editors
Advances in National Brand and Private Label Marketing Sixth International Conference, 2019
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Editors Francisco J. Martínez-López Department of Business Administration 1 University of Granada Granada, Spain
Juan Carlos Gázquez-Abad Department of Economics and Business University of Almería Almería, Spain
Anne Roggeveen Marketing Division Babson College Babson Park, MA, USA
ISSN 2198-7246 ISSN 2198-7254 (electronic) Springer Proceedings in Business and Economics ISBN 978-3-030-18910-5 ISBN 978-3-030-18911-2 (eBook) https://doi.org/10.1007/978-3-030-18911-2 © Springer Nature Switzerland AG 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher
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