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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

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

The question of consumption emerged as a major focus of research and scholarship in the 1990s but the breadth and diversity of consumer culture has not been ful

Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--t