Titlebook: Advances in National Brand and Private Label Marketing; Eighth International Francisco J. Martínez-López,Juan Carlos Gázquez-Ab Conference

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https://doi.org/10.1007/978-3-030-76935-2Digital and mobile technologies; National branding research; Private label branding; NB&PL conference; O

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https://doi.org/10.1007/978-3-031-18961-6 loyalty can help to face these challenges and to compete in the market. In this paper, a combined behavioral approach to measure customer loyalty is presented and empirically analyzed using national brands (NBs) of chocolate bars. This innovative measurement integrates both concepts of purchase seq

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Alkisti Efthymiou,Voluspa Jarpaseldom attend to the determinants of the effects of displays from the shoppers’ perspective. Thus, there are hardly any findings about the role of the display’s location in the shop. In this paper, we assume that the congruence of the product presented on the display with its setting has an influenc

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Anastasia Murney,Larissa Sansourand, leveraged on theoretical bases that allow having one’s own knowledge of the important concepts to take into account during the development of the brand, which allow us to understand the relationship of these concepts with the final research material that is the Bogotá brand. It is important to

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Anastasia Murney,Larissa Sansours the Theory of Planned Behaviour (TPB) to understand consumers’ intention to switch from off-line to on-line channels in the aftermath of the lockdown. Specifically, within this framework, we explore how different sources of consumers’ fears generated by the spread of the Covid-19 pandemic – sympto

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https://doi.org/10.1007/978-3-031-18961-6mple of consumers of food products. The have been collected through the administration of a questionnaire to 587 consumers in the Italian market. Results have been analyzed with the Extra Tree Classifier methodology, which allows to measure the importance of each variable included in the model, also

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