What is it about?
This paper reflects upon Consumer Culture Theory (CCT) as a strategic initiative to build a stronger brand identity and a more powerful epistemic community for "interpretive" scholars in the field of consumer research.
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Why is it important?
The paper discusses the historical background and development of CCT as a strategic, political project.
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This page is a summary of: From CCT to CCC, January 2009, Taylor & Francis,
DOI: 10.4324/9780203886809.ch1.
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