Private Label Shielding: Myth, Manipulation, or Misconception?
The introduction of private label brands (PLBs) have transformed the landscape of grocery retail, challenging the dominance of manufacturer brands (MBs) and redrawing the lines of in-store competition. As shelf space plays a critical role in shaping consumer behavior at the point of purchase, this study investigates whether Swedish grocery retailers allocate shelf space to PLBs in ways that exceed
