Publications (52) María Mercedes Martos Partal publications

2024

  1. Dual Branding by National Brand Manufacturers: Drivers and Outcomes

    Journal of Marketing, Vol. 88, Núm. 3, pp. 69-87

2022

  1. Why do SMEs switch suppliers?

    Journal of Business and Industrial Marketing, Vol. 37, Núm. 7, pp. 1463-1474

2021

  1. Analyzing the effects of private-label supplier disclosure on retailer image

    Journal of Retailing and Consumer Services, Vol. 62

  2. Which Products are More Responsive to In-Store Displays: Utilitarian or Hedonic?

    Journal of Retailing, Vol. 97, Núm. 3, pp. 477-491

  3. ¿Y si descubren que fabrico marcas del distribuidor?: La revelación del fabricante de la marca de distribuidor en la actualidad

    Innovación y estrategias en el comercio y en servivios en general: de lo físico a lo digital (Cátedra Fundación Ramón Areces de Distribución Comercial), pp. 99-117

2020

  1. ¿Qué factores determinan el éxito de un proyecto de analítica de datos?

    Investigación y marketing, Núm. 146, pp. 6-9

2019

  1. Capital de marca: pilares, medición y efectos sobre el consumidor y la empresa

    Economía industrial, Núm. 414, pp. 13-22

  2. Identifying a private-label supplier on national brand

    Journal of Product and Brand Management, Vol. 28, Núm. 3, pp. 432-443

  3. Impact of SMEs strategy on loyalty: the hairdresser case

    Spanish journal of marketing-ESIC, Vol. 23, Núm. 2, pp. 273-293

2018

  1. Are Different Merchandising Techniques and Promotions Equally Effective to Improve the Sales of Utilitarian and Hedonic Products? An Abstract

    Developments in Marketing Science: Proceedings of the Academy of Marketing Science (Springer Nature), pp. 97-98

  2. Retail store format decisions

    HANDBOOK OF RESEARCH ON RETAILING (EDWARD ELGAR PUBLISHING LTD), pp. 331-343

2016

  1. Influence of customer quality perception on the effectiveness of commercial stimuli for electronic products

    Frontiers in Psychology, Vol. 7, Núm. MAR

  2. Managing in-store stimuli for different private label tiers

    Handbook of Research on Strategic Retailing of Private Label Products in a Recovering Economy (IGI Global), pp. 225-243