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

Katherine C. Sredl (), Ružica Butigan and Nataša Renko
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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

Tržište/Market, 2012, vol. 24, issue 1, 103-116

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.

Keywords: Intergenerational influence; rituals; children's behaviour; back-to-school context (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:zag:market:v:24:y:2012:i:1:p:103-116

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