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Intergenerational influence and rituals - children’s behaviour with new school year

Author

Listed:
  • Katherine C. Sredl

    (Department of Marketing Mendoza College of Business, University of Notre Dame)

  • Ružica Butigan

    (Faculty of Economics and Business, University of Zagreb)

  • Nataša Renko

    (Faculty of Economics and Business, University of Zagreb)

Abstract

After Christmas, back-to-school is the most important season for all retailers. Yet, consumer behavior research overlooks this ritual. This paper presents findings from observational and interview data collected at Borovo shoe stores in Croatia in 2010. It considers how research from the back-to-school context contributes to the theories of intergenerational influence for brands and children as marketplace actors.

Suggested Citation

  • Katherine C. Sredl & Ružica Butigan & Nataša Renko, 2012. "Intergenerational influence and rituals - children’s behaviour with new school year," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 24(1), pages 103-116.
    • Handle: RePEc:zag:market:v:24:y:2012:i:1:p:103-116
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    References listed on IDEAS

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