Brands are components of consumer discourse. Marketers create them as devices to sell their products or services. However, once brands are marketed, they belong

Outlining the key themes, concepts and theoretical areas in the field, this book draws on contributions from prominent researchers to unravel the complexities o

*NOW FULLY UPDATED AND EXPANDED WITH SIX NEW CHAPTERS* Over the past forty years, Consumer Culture Theory (CCT) has emerged as a distinctive field of study that

Contemporary Consumer Culture Theory contains original research essays written by the premier thought leaders of the discipline from around the world that refle

The literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of co