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Consumer Culture Theory's Future in Marketing

Abstract : This commentary offers a view into the contributions of Consumer Culture Theory (CCT) in marketing and charts promising future avenues forresearchand marketing practicesbuildingaculturally sensitive and reflexive approach. After highlighting pioneering CCT perspectives, an outline for future directionsin marketing is offered emphasizing the assembling of experiences, shaping of brands’ symbolic universes, institutional and creative market processes, and networked and algorithmic mediation of consumption ideologies and desires. Overall, CCT’s future looks promising in its commitment and ability to foster critical, contextually sensitive, and reflexive cultural insights into marketing –an important foundation for marketing strategy and practices.
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Contributor : Emlyon Business School <>
Submitted on : Friday, April 9, 2021 - 9:00:10 AM
Last modification on : Tuesday, April 13, 2021 - 3:27:18 AM


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  • HAL Id : hal-03193730, version 1



Joonas Rokka. Consumer Culture Theory's Future in Marketing. Journal of Marketing Theory and Practice, The Association of Marketing Theory and Practice,, 2021, 114-124 p. ⟨hal-03193730⟩



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