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

被引:34
作者
Grewal, Dhruv [1 ]
Roggeveen, Anne L. [1 ]
Nordfalt, Jens [2 ]
机构
[1] Babson Coll, Malloy Hall, Babson Pk, MA 02457 USA
[2] Stockholm Sch Econ, S-11383 Stockholm, Sweden
关键词
Retailing; Shopper marketing; Omnichannel;
D O I
10.1016/j.jbusres.2015.08.012
中图分类号
F [经济];
学科分类号
02 ;
摘要
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 examining how retailer tactics and customer-specific factors affect shopping behavior. The current article also highlights the substantive, methodological, and conceptual contribution of each of the special issue articles. Finally, this introduction highlights areas that are ripe for further research. (C) 2015 Elsevier Inc. All rights reserved.
引用
收藏
页码:1009 / 1013
页数:5
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