Ruiz-Real, José Luis; Gázquez-Abad, Juan Carlos; … - In: International Journal of Retail & Distribution Management 45 (2017) 7/8, pp. 782-807
Purpose The purpose of this paper is to analyze consumers’ reaction to assortment composition. Design/methodology/approach This study examines several scenarios: private label (PL)-only assortments; mixed assortments (PL and national brands (NBs)), and in the latter case both small and large...