Advances in National Brand and Private Label Marketing Third Interna
This volume presents the proceedings of the 2016 International Conference on National Brand & Private Label Marketing (NB&PL Marketing) in a collection of thought-provoking, in-depth and highly relevant contributions. The 2016 NB&PL Marketing
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Francisco J. Martínez-López Juan Carlos Gázquez-Abad Els Gijsbrecht Editors
Advances in National Brand and Private Label Marketing Third International Conference, 2016
Springer Proceedings in Business and Economics
More information about this series at http://www.springer.com/series/11960
Francisco J. Martı´nez-Lo´pez • Juan Carlos Ga´zquez-Abad • Els Gijsbrecht Editors
Advances in National Brand and Private Label Marketing Third International Conference, 2016
Editors Francisco J. Martı´nez-Lo´pez Department of Business Administration University of Granada Granada, Spain
Juan Carlos Ga´zquez-Abad Department of Economics and Business University of Almerı´a Almerı´a, Spain
Marketing Group Open University of Catalonia Barcelona, Spain Els Gijsbrecht Department of Marketing Tilberg University LE Tilburg, The Netherlands
ISSN 2198-7246 ISSN 2198-7254 (electronic) Springer Proceedings in Business and Economics ISBN 978-3-319-39945-4 ISBN 978-3-319-39946-1 (eBook) DOI 10.1007/978-3-319-39946-1 Library of Congress Control Number: 2016943034 © Springer International Publishing Switzerland 2016 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 nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland
Preface
After a long period of recession, the economic climate has begun to show encouraging signs of recovery. As the economy begins to regain strength, both national brands and the majority of retailers need to recover some of the ground lost during the last four years, especially in those countries where individual consumption took a downturn during the crisis. To ensure this recovery, it is essential that both manufacturers and retailers know the behaviour of the ‘new’ consumer emerging from the recession. Marketers are facing a consumer with a different shopping behaviour, especially in the context of the fast-moving consumer goods (FMCG) industry. This ‘new’ consumer visit
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