Roles of retailer tactics and customer-specific factors in shopper marketing: Substantive, methodological, and conceptual issues

This article highlights how much remains to be discovered and understood in retailing research. The advent of new technologies and omnichannel retailing shift the retail landscape. This article highlights the importance of considering research from multiple perspectives: substantive, methodological, and conceptual. The overall substantive focus of this special issue aims to enrich understanding of how consumers move down the path to purchase by...