Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy

Gómez-Suárez, Mónica · Martínez-Ruiz, María Pilar

Jun 2016 · IGI Global

About this ebook

As the global market continues to recuperate from economic downfall, it is essential for private label products to find ways to compete with alternatives offered by wholesale and national retailers. In many cases, it becomes difficult for off-brand products to generate market appeal when consumers have preconceived notions about the quality of generic products and loyalty to branded products.

The Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy emphasizes advertising and promotional approaches being utilized, as well as consumer behavior and satisfaction in response to marketing strategies and the sensitive pricing techniques being implemented to endorse generic and store-brand products available on the market. Highlighting brand competition between wholesalers, retailers, and private brand names following a global economic crisis, this publication is an extensive resource for researchers, graduate-students, economists, and business professionals.

About the author

Mónica Gómez Suárez is Associate Professor of Marketing, College of Business Administration at Universidad Autónoma de Madrid (UAM) Spain. Her research interests are in consumer behaviour, branding and retailing. She has published more than 40 articles relating to these areas. 23 of them are related to private label or generic brands that have appeared in such journals as the European Journal of Marketing, International Journal of Market Research, Journal of Retailing and Consumer Services, International Journal of Retailing and Distribution Management, among others. In addition, she has published in numerous prestigious conference proceedings including EMAC, EIRASS, EARC, etc. She coordinates the research group “Consumer behaviour research through new technologies” in UAM.

María Pilar Martínez-Ruiz, Ph. D., is Associate Professor of Marketing at Marketing Department, University of Castilla-La Mancha (Spain). Her research interests fall in the areas of retailing, consumer behaviour, marketing communications and innovation. Professor Martínez-Ruiz has published several articles in different high standing international Journals, such as European Journal of Marketing, Service Industries Journal, Service Business, Journal of Retailing and Consumer Services, Journal of the Operational Research Society, International Journal of Market Research, Total Quality Management and Business Excellence, Decision Support Systems and Electronic Commerce, European Journal of Operational Research, among others. She was co-track chair of the Pricing and Retailing Track at the 2012 AMA Summer Marketing Educators’ Conference. She is author of several chapters and books on these areas, and serve as a reviewer and associated editor of several international journals. [Editor]