This book presents and analyzes the concept of online brand communities, an emerging and exciting topic in marketing and eCommerce. First, it lays out the foundations like the evolution of the Web and the so-called Social Web, its utility for users and businesses, and the evolution of the...

This volume presents the proceedings of the 2017 International Conference on National Brand & Private Label Marketing - a collection of original, rigorous and highly relevant contributions. The 2017 NB&PL marketing conference offers a unique academic forum where researchers present and discuss...

The 2018 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original and significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers....

This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand...

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 provided a unique academic forum to present and...

The 2014 International Symposium on Advances in National Brands & Private Labels in Retailing is believed to be the first international forum to present and discuss original, rigorous and significant contributions on such issues. The three-day event aimed to bring together researchers working in...

This research handbook provides a comprehensive, integrative, and authoritative resource on the main strategic management issues for companies within the e-business context. It covers an extensive set of topics, dealing with the major issues which articulate the e-business framework from a...