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 (NY, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (IL, USA), the Michael Smurfit School of Business (Dublin, Ireland), Rutgers Business School (NJ, USA) 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)” (Pearson). Likewise, he has published more than 80 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.Els Gijsbrechts is professor of Marketing at Tilburg School of Economics and Management. Her research focuses on modeling consumers' shopping behavior and their responses to retailer and manufacturer decisions and characteristics, such as stockouts, shelf layout, price (promotions), branding, and assortment decisions.

• Part I: Consumer Behaviour I.- Part II: Branding I.- Part III: Strategic Decisions and Theoretical Research.- Part IV: Consumer Behaviour II.- Branding II.

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 (NY, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (IL, USA), the Michael Smurfit School of Business (Dublin, Ireland), Rutgers Business School (NJ, USA) 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)” (Pearson). Likewise, he has published more than 80 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.Els Gijsbrechts is professor of Marketing at Tilburg School of Economics and Management. Her research focuses on modeling consumers' shopping behavior and their responses to retailer and manufacturer decisions and characteristics, such as stockouts, shelf layout, price (promotions), branding, and assortment decisions.

• Part I: Consumer Behaviour I.- Part II: Branding I.- Part III: Strategic Decisions and Theoretical Research.- Part IV: Consumer Behaviour II.- Branding II.

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 (NY, USA), Aston Business School (Aston University, UK), the University of Chicago Booth School of Business (IL, USA), the Michael Smurfit School of Business (Dublin, Ireland), Rutgers Business School (NJ, USA) 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)” (Pearson). Likewise, he has published more than 80 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.Els Gijsbrechts is professor of Marketing at Tilburg School of Economics and Management. Her research focuses on modeling consumers' shopping behavior and their responses to retailer and manufacturer decisions and characteristics, such as stockouts, shelf layout, price (promotions), branding, and assortment decisions.

• Part I: Consumer Behaviour I.- Part II: Branding I.- Part III: Strategic Decisions and Theoretical Research.- Part IV: Consumer Behaviour II.- Branding II.