From CCT to CCC

Johanna Moisander, Anu Valtonen, Lisa Peñaloza
  • January 2009, Taylor & Francis
  • DOI: 10.4324/9780203886809.ch1

How to get from Consumer Culture Theory to Consumer Culture Community?

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.

Why is it important?

The paper discusses the historical background and development of CCT as a strategic, political project.


Professor Johanna K. Moisander
Aalto University

I contributed particularly by reflecting upon CCT scholars as an epistemic community.

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