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.
The following have contributed to this page: Professor Johanna K. Moisander
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