Research interests:
Consumer Behaviour, Neuromarketing, Brand Strategy
E-mail:
Recent publications:
- Cúneo, A., Milberg, S.J., Alarcón M.C., & López Belbeze, P. (2019). Private label and manufacturer brand choice in a new competitive reality: Strategic directions and the future of brands. European Management Journal, 37(1), 117-128.
- Cuneo, A; López, P i Yagüe M.J. 2012. Private label brands: measuring equity across consumer segments. Journal of product & brand management. 21. 6 p. 428 - 438
- Cuneo, A; López, P i Yagüe, M.J.2012. Measuring Private Labels' Brand Equity: A Consumer Perspective. European journal of marketing. 46. p. 952 – 964
First Name:
Pilar
Last Name:
López Belbeze
CV:
Ph.D.:
Universitat Autònoma de Barcelona
Phone:
+34 935 814 419
