Estimating store brand shelf space: a new framework using neural networks and partial least squares
Mónica Gómez and Shintaro OkazakiUniversidad Autonóma de Madrid
INTRODUCTION
The role of the store brand is increasingly important in retail decision making. Also termed 'retail brand' or 'private-label product', more and more firms offer the store brand as an alternative to a market-leading brand, offering consumers equal quality at a lower price. Store brand items are no longer considered as 'white label', and retailers are willing to sell them not only for their high profitability but also for their clear brand identity. Retailers...