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Consumer Culture Theory's Future in Marketing

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  • Joonas Rokka

    (EM - EMLyon Business School)

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.

Suggested Citation

  • Joonas Rokka, 2021. "Consumer Culture Theory's Future in Marketing," Post-Print hal-03193730, HAL.
    • Handle: RePEc:hal:journl:hal-03193730
    Note: View the original document on HAL open archive server: https://hal.science/hal-03193730
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    References listed on IDEAS

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    Cited by:

    1. Hollebeek, Linda D. & Belk, Russell, 2021. "Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 387-401.
    2. Javornik, Ana & Duffy, Katherine & Rokka, Joonas & Scholz, Joachim & Nobbs, Karinna & Motala, Anisa & Goldenberg, Adriana, 2021. "Strategic approaches to augmented reality deployment by luxury brands," Journal of Business Research, Elsevier, vol. 136(C), pages 284-292.
    3. Braganza, Oliver, 2022. "Market paternalism: Do people really want to be nudged towards consumption?," ifso working paper series 23, University of Duisburg-Essen, Institute for Socioeconomics (ifso).
    4. Cruz, Angela Gracia B. & Cardoso, Flavia & Rojas-Gaviria, Pilar, 2022. "Crafting food products for culturally diverse markets: A narrative synthesis," Journal of Business Research, Elsevier, vol. 153(C), pages 19-34.
    5. Jafari, Aliakbar & Aly, Marwa & Doherty, Anne Marie, 2022. "An analytical review of market system dynamics in consumer culture theory research: Insights from the sociology of markets," Journal of Business Research, Elsevier, vol. 139(C), pages 1261-1274.

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    Keywords

    CCT; Consumer Culture Theory; Marketing; branding; Consumer Experience;
    All these keywords.

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