NB-PL 2019: Research on National Brand & Private Label Marketing – International Conference Open University of Catalonia, Tibidabo Ave. Barcelona, Spain, June 12-14, 2019 |
Conference website | http://www.nb-plmarketing.org/ |
Submission link | https://easychair.org/conferences/?conf=nbpl2019 |
Submission deadline | January 10, 2019 |
Submission Guidelines
In order to submit a paper to the PL&NB 2019 main track you must register as an author at the conference management system: click here easychair.org
Types of submissions
Submissions to the conference may be made in the form of (a) completed, full papers or (b) long abstracts, though authors are encouraged to submit full papers. Authors of papers and long abstracts submitted to the conference accept that their submissions, if finally accepted, be published by Springer in the conference book; they also commit to presenting them at the conference.
The book will be made available to the attendees for free at the conference. All completed papers must therefore be formatted according to a Springer Template (maximum 8 pages total including tables, figures and references; extra pages up to 4 would be allowed, though, but they would be charged as indicated at section “Registration”). Long abstracts (minimum of 4 to up to 6 pages) may also be formatted according to such a template). All proposed papers must be submitted in electronic form (PDF format) through the conference management system at Easychair.
All submissions will be refereed by at least two experts in the field based on originality, significance, quality and clarity. Every submitted paper to the conference will be reviewed by at least two members of the Program Committee.
Submitting papers
All papers must be formatted according to the Springer template. All proposed papers must be submitted in electronic form (PDF format).
Review process
The submitted contributions will be examined first by the organizers to decide its suitability with the conference’s scope. All contributions fitting the scope will undergo a thorough review process. They will be refereed by at least two experts in the field based on relevance, originality, significance, quality, and clarity. The reviewers will be mainly chosen from the Program Committee.
If manuscripts are accepted, or conditionally accepted, the authors will have several weeks to eventually revise, when requested, their first draft submitted manuscripts based on the reviewers’ comments and send a camera-ready paper and other files required for accepted papers (accurate information about the final files will be provided upon acceptance).
Publication
Accepted papers will be included in the conference proceedings, to be published by Springer. It is mandatory, though, that at least one author of every accepted paper be registered by March 25th 2019. Accepted papers not satisfying this requirement will be invited to be presented at the conference, but will not be included in the book.
Presentation
At least one of the authors will be required to register and attend the symposium to present the paper in order to include the paper in the conference proceedings.
Every scholar attending the conference will have a complimentary hard copy. Also, and more interesting for their international diffusion, papers will be worldwide available at the Springer’s online platform and related journals’ databases.
List of Topics
CREATING PERSONALIZED CONNECTIONS WITH CONSUMERS
6th International Conference on Research on National Brand & Private Label Marketing (NB&PL2019)
The past decade has witnessed the evolution of the manufacturer–retailer relationship, becoming more collaborative and allowing companies to provide consumers with a shopper-centric approach and improved shopping experiences. Creating unity among the multiple channels, by managing them in a holistic fashion, provides a more integrated, seamless experience for consumers. Accordingly, today’s consumers can search for a product on their mobile devices, order it on their computer using the company’s website, and pick it up in the physical store.
In addition to this changing channel landscape, brands have witnessed a shift in the locus of control over the brand image and message. Historically, brands maintained tight control over their messaging. In today’s socially connected environment, consumers often look for feedback from other shoppers to form brand assessments, whether through product blogs, product reviews, or product ratings. Because they perceive information garnered from these sources as less biased than a company’s communication, it serves as an important cue of product quality.
As the retail landscape continues these rapid evolutions, new considerations come to the fore for brands that seek to create personalized connections with consumers. Brands must capture consumers’ attention and be perceived as relevant. Providing relevant content, at an appropriate time, reflecting the established relationship the consumer has with a brand, can help foster both engagement and trust. It creates an intimacy between the brand and the consumer that injects their relationship with authenticity and relevance. To maintain authenticity, the brand story then must be consistent and strategic throughout every interaction between the customer and the brand.
Furthermore, brands need to leverage technology and data to create new business models centered on consumers’ personal experiences. The days of requiring a retail storefront to sell products are gone. Instead, the smartphone and Instagram provide the virtual storefront windows for many brands. E-commerce giants even are pushing into private-label brand offerings. To create personalized, tailored connections to consumers in real-time, brands need comprehensive customer information that is both accessible and actionable. Such information can be gathered from multiple avenues, including company-specific databases or social listening. However, companies must be cognizant of the trade-offs inherent to creating a personalized customer experience while protecting customers’ privacy.
Creating targeted information for individuals at a specific point in time also is increasingly possible through artificial intelligence tools that can reveal consumer behavior and predict consumer engagement across multiple touchpoints. The contextually relevant marketing that results allows brands to connect with individual consumers in the moment, with personalized, curated content. In addition, augmented reality and additive manufacturing technologies make it possible for consumers to design and produce products. Real-time interaction management technologies can be used to listen and respond to customers in real time.
As companies continue building their brands—whether national brands, established mega-brands, private labels, or newly launched niche brands—they must remain tech-savvy and agile. In keeping with its established objectives, this conference welcomes papers on topics related to any retailing, private label, or national brand issues; this year, we particularly encourage submissions related to the topics summarized here.
Committees
Conference Chairs
- Francisco J. Martínez-López, University of Granada, Spain.
- Juan Carlos Gázquez-Abad, University of Almería, Spain
- Anne L. Roggeveen, Babson College, MA, USA
Program Committee
- Kusum L. Ailawadi, Tuck School of Business at Dartmouth, USA
- Nawel Amrouche, Long Island University, USA
- Chris Baumann, Macquarie University, Australia
- José J. Beristain, University of the Basque Country, Spain
- Enrique Bigné, University of Valencia, Spain
- James Brown, West Virginia University, USA
- Cristina Calvo-Porral, University of La Coruña, Spain
- Ioannis E. Chaniotakis, University of the Aegean, Greece
- Liwen (Brandon) Chen, City University of Hong Kong, China
- Alexander Chernev, Northwestern University, USA
- Chan Choi, Rutgers Business School, USA
- Gérard Cliquet, Université de Rennes 1, France
- Giuseppe Colangelo, Catholic University of Milan, Italy
- Ronald W. Cotterill, University of Connecticut, USA
- Barbara Deleersnyder, Tilburg University, Netherlands
- John Dawes, University of South Australia, Australia
- Els Gijsbrechts, Tilburg University, Netherlands
- J. Tomas Gomez-Arias, Saint Mary's College of California, USA
- Oscar González-Benito, University of Salamanca, Spain
- Csilla Horváth, Radboud University, The Netherlands
- Marco Ieva, University of Parma, Italy
- Eugene Jones, The Ohio State University, USA
- Robert Paul Jones, The University of Texas at Tyler, USA
- Lien Lamey, Katholieke Universiteit Leuven, Belgium
- Elisa Martinelli, University of Modena and Reggio Emilia, Italy
- Mercedes Martos-Partal, University of Salamanca, Spain
- Sebastián Molinillo Jiménez, University of Malaga, Spain
- Dirk Morschett, University of Fribourg, Switzerland
- Martin Natter, Goethe University Frankfurt am Main, Germany
- Magdalena Nenycz-Thiel, University of South Australia, Australia
- Nicoletta Occhiocupo, Oxford Brookes University, UK
- Michael Pepe, Siena College, USA
- William P. Putsis, University of North Carolina at Chapel Hill, USA
- Natalia Rubio-Benito, Autonomous University of Madrid, Spain
- Raj Sethuraman, Southern Methodist University, TX, USA
- Hanna Schramm-Klein, University of Siegen, Germany
- Fiona Scott Morton, Yale University, USA
- Randall Shannon, Mahidol University, Thailand
- Ian Clark Sinapuelas, San Francisco State University, USA
- Yaron Timmor, Arison School of Business, Israel
- Rodolfo Vázquez-Casielles, University of Oviedo, Spain
- Gianfranco Walsh, Friedrich Schiller University of Jena, Germany
- María Jesús Yagüe Guillén, Autonomous University of Madrid, Spain
- Jie Zhang, University of Maryland, USA
- Cristina Ziliani, University of Parma, Italy
- Pilar Zorrilla, University of the Basque Country, Spain
Program Organizing Committee
- Irene Esteban-Millat, Open University of Catalonia, Spain
- María Pujol Jover, Open University of Catalonia, Spain
- José Luis Ruiz Real, University of Almería, Spain
- Alejandro Alegret, EAE Business School, Spain
- Cintia Pla García, Open University of Catalonia, Spain
Venue
Contact
You can email us, indicating “Conference on retailing” in the subject:
- For Conference registration and Payment, please contact: nbplregistration@congresual.com
- For issues relating to your submission, eventual doubts or tips about accommodation and the city during your attendance to the conference, please contact: fjmlopez@ugr.es