Consumer Culture Theory’s future in marketing

This commentary offers a view into the contributions of Consumer Culture Theory (CCT) in marketing and charts promising future avenues for research practices building culturally sensitive reflexive approach. After highlighting pioneering CCT perspectives, an outline directions is offered emphasizing assembling experiences, shaping brands’ symbolic universes, institutional creative market processes, networked algorithmic mediation consumption ideologies desires. Overall, CCT’s looks its commitment ability to foster critical, contextually sensitive, cultural insights – important foundation strategy practices.