Advances in National Brand and Private Label Marketing

12th International Conference on Global Retail Brand Management, Dallas, Texas, USA, 2025

121 Seiten, Hardcover

Kurzbeschreibung des Verlags

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.

• Reihe: Springer Proceedings in Business and Economics
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb Marken und Markenkonzepte
• ISBN: 9783031971327
• Sprache: Englisch
• Erscheinungsdatum: 22.08.2025
• Größe: 23.5 x 15.5 cm
• Verlag: Springer International Publishing
• Herausgegeben von: Raj Sethuraman, Juan Carlos Gázquez-Abad, José Luis Ruiz-Real