Consumer Culture Theory's future in 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...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 29; no. 1; pp. 114 - 124
Main Author Rokka, Joonas
Format Journal Article
LanguageEnglish
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
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Summary: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 directions in 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.
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2020.1860685