Consumer Culture Theory's future in marketing

• Published in: Journal of marketing theory and practice Vol. 29; no. 1; pp. 114 - 124
• Main Author: Rokka, Joonas
• Format: Journal Article
• Language: English
• Published: Routledge 02.01.2021; The Association of Marketing Theory and Practice
• Subjects: Business administration; Economics and Finance; Humanities and Social Sciences; Consumer Experience; CCT; Consumer Culture Theory; branding; Marketing

This commentary offers a view into the contributions of Consumer Culture Theory (CCT) in marketing and charts promising future avenues for research and marketing practices building a culturally sensitive and reflexive approach. After highlighting pioneering CCT perspectives, an outline for future di...