Document Type

Article

Publication Date

2012

Publication Title

Tržišite / Market

Volume

24

Issue

1

Pages

103-116

Publisher Name

University of Zagreb

Abstract

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

Identifier

UDK 658.89-057.874:658.626

Comments

Author Posting © University of Zagreb, 2012. This article is posted here by permission of the University of Zagreb for personal use, not for redistribution. The article was published in Tržišite / Market, Volume 24, Issue 1, 2012, https://hrcak.srce.hr/index.php?show=toc&id_broj=6910

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

Included in

Business Commons

Share

COinS