Tržišite / Market
University of Zagreb
After Christmas, back-to-school is the most important season for all retailers.4 Yet, consumer behavior research overlooks this ritual. This paper presents fi ndings 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 infl uence for brands5 and children as marketplace actors
Sredl, Katherine; Renko, Nataša; and Butigan, Ružica. Intergenerational Influence and Rituals: Children’s Behavior and the New School Year. Tržišite / Market, 24, 1: 103-116, 2012. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,
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© University of Zagreb, 2012.