Cultural Marketing and Consumer Research: Analytics of Cultural Practice Approach

The field of marketing and consumer research has witnessed a growing interest in studying marketplace phenomena from new distinctively cultural perspectives. This emerging stream of research is currently a heterogeneous field of research consisting of a range of different theoretical and methodological approaches, grounded on more or less different, often implicit and sometimes conflicting epistemological, ontological and methodological commitments. This paper draws attention to these commitments and sets out to define and outline one theoretically and methodologically coherent approach for studying marketplace as a cultural phenomenon.



Citation:

Johanna Moisander and Anu Valtonen (2005) ,"Cultural Marketing and Consumer Research: Analytics of Cultural Practice Approach", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.

Authors

Johanna Moisander, Helsinki School of Economics
Anu Valtonen, Helsinki School of Economics



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions

Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras

Read More

Featured

Repeat Performances Decrease Consumer Perceptions of Authenticity

Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA

Read More

Featured

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.