Götze, Elisabeth; Prange, Christiane; Uhrovska, Iveta - In: European Journal of Marketing 43 (2009) 1/2, pp. 264-295
Purpose – The purpose of the paper is to analyse children's impact on innovation decision making empirically. Design/methodology/approach – This paper is a diary study with 14 parents depicting their experiences with regard to the topic of interest over a period of two weeks. Findings –...