Consumer Culture Theory's Future in Marketing

Joonas Rokka
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Joonas Rokka: EM - EMLyon Business School

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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.

Keywords: CCT; Consumer Culture Theory; Marketing; branding; Consumer Experience (search for similar items in EconPapers)
Date: 2021-01-01
New Economics Papers: this item is included in nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-03193730
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Citations: View citations in EconPapers (6)

Published in Journal of Marketing Theory and Practice, 2021, 29 (1), 114-124 p

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