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

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.