ABSTRACT

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.

摘要

该评论提供了对消费者文化理论（CCT）在市场营销中的贡献的看法，并绘制了有希望的未来研究和市场营销实践途径，以建立一种对文化敏感和反思的方法。在强调了开创性的CCT观点之后，提出了市场营销未来方向的纲要，强调了经验的集合，品牌象征性宇宙的塑造，机构和创意市场流程以及消费意识形态和欲望的网络化和算法性中介。总体而言，CCT的承诺和能力将对营销产生重要的，对环境敏感的，反思性的文化见解，这是营销策略和实践的重要基础，其前景和前景看好。