Preliminary communication

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

Katherine C. Sredl ; Department of Marketing Mendoza College of Business, University of Notre Dame
Ružica Butigan orcid.org/0000-0003-3327-2187 ; 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.

Keywords

Intergenerational influence; rituals; children's behaviour; back-to-school context

Hrčak ID:

85630

URI

https://hrcak.srce.hr/85630

Publication date:

11.7.2012.

Article data in other languages: croatian

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