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 naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona.

Francisco J. Martínez-López, MSc in Marketing, and European PhD in Business Administration, with Extraordinary Doctoral Prize (University of Granada, Spain), is Professor of Business Administration at the University of Granada and the Open University of Catalonia (Barcelona) in Spain. He has been visiting scholar at the Zicklin School of Business (CUNY, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (USA), the Michael Smurfit School of Business (University College Dublin, Ireland), and the Complutense University Business School (Madrid, Spain). He is Editor-in-Chief of the International Journal of Business Environment (Inderscience Publishers), Associate Editor of European Journal of Marketing (Emerald) and belongs to the Editorial Board of Industrial Marketing Management (Elsevier). Dr. Martínez-López has co-edited several international journals' special issues and research books for leading publishers of business and management research as Springer and Elsevier. He has also co-authored the text book "e-business Strategies for E-business: Creating Value through Electronic and Mobile Commerce". Concepts and cases (3rd Edition) (Prentice Hall/Financial Times). Likewise, he has published more than 70 papers in international journals and conferences proceedings.

Juan Carlos Gázquez-Abad is currently an associate professor of marketing at the Economics and Business School, University of Almería (Spain). PhD in Marketing at University of Almería. Visiting professor at the University of Ghent (Belgium) in 2005. His research interests cover several marketing topics, especially those related to retailing and consumer behaviour. He is Associate Editor of the International Journal of Business Environment. His work has been published in Journal of Retailing, European Journal of Marketing, Journal of Marketing Theory and Practice, Internet Research, International Journal of Market Research, International Journal of Environmental Research, The Service Industries Journal, The International Review of Retail, Distribution and Consumer Research, Agribusiness, among others. He has contributed more than 100 papers to conference proceedings.

Raj Sethuraman is the Marilyn and Leo Corrigan endowed professor and chair of Marketing at the Edwin L. Cox School of Business at Southern Methodist University. He received his MBA from Indian Institute of Management, Calcutta and his Ph.D. in marketing from Kellogg School of Management at Northwestern University. Dr. Sethuraman teaches marketing research, customer insights, and database marketing courses at the Cox School of Business. He has written many cases in marketing management and introduced several online teaching tools for which he was awarded the Eugene Byrne teaching innovation award in May 2010. Professor Sethuraman's research focuses on applying economic models and econometric methods to address substantive problems related to marketing mix strategies in the consumer packaged goods industry. He has published articles in several journals, including the Journal of Marketing Research, Marketing Science and Management Science. He has also won many research awards, including the John D.C. Little award for the best paper in Marketing Science, the Jagdish Sheth award for the best paper in the Journal of the Academy of Marketing Science, the O'Dell award for the best paper in the Journal of Marketing Research (Runner-up), the William R. Davidson Award for the best paper in Journal of Retailing (2nd place) and the Paul Green award for the best paper in Journal of Marketing Research (Finalist) and the Research Excellence Award at the Cox School of Business. Many of his works have been listed in Social Science Research Network's Top 10 Downloads (All-Time Hits) in marketing. He serves on the editorial boards of Marketing Science, Journal of Retailing, Journal of Modeling in Management, and Review of Marketing Science. His research has been cited widely in The Wall Street Journal and other business media. Dr. Sethuraman is also active in consulting for commercial and nonprofit organizations. His recent consulting engagements include Samsung Telecommunications, KPMG Peat Marwick Law firm and the Center for Nonprofit Management. He is also the founder-president of Charity through Art Foundation, a nonprofit organization dedicated to raising money for the underprivileged by organizing art events.