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Marketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing's ramifications far beyond simple economic exchange. It addresses four major topic are.

Drawing on a vast array of research contexts ranging from brand collecting, globalizing food in India, and art consumption to rock festivals, dog shows, and fan fiction, this volume suggests both the breadth and depth encompassed by Consumer Culture Theory (CCT). CCT is a specific interpretive approach to understanding consumer behavior that has crystallized in the past few years out of an evolving stream of research conducted over the past few decades. These chapters present cutting edge CCT research and are a subset of the work presented at the first CCT Conference. Besides its focus on consumption, CCT research emphasizes the cultural context of consumer behavior with the intent of constructing theory.As the innovative writings, photography, and poems in this volume illustrate, rather than being a single theory, Consumer Culture Theory is a set of empirical and conceptual approaches emphasizing non-positivist methods and culturally constructed meanings. These chapters present a rich stew of ideas, findings, and insights that represent the best of CCT. Together they sketch some of the domains that CCT research seeks to inform. Collectively they should enlighten, inspire, and empower further research in the CCT spirit. It is international in scope. It provides a qualitative and quantitative approach to consumer behavior research.

Tailgating is an institutionalized form of public revelry and emplacement of brand community that occurs within the context of a consumption encampment. In this ethnographic investigation of tailgating in an American collegiate football setting, we explore the dwelling practices of stakeholders involved in the event. In the duration of a tailgate, a city is raised, and ultimately razed. Over the course of a day, a nomadic brand community encampment arises, replete with ersatz homes, a grid of streets with ingenious address coordinates, playing fields, and channels of information exchange. By examining the process of dwelling, we unpack the mechanics of the space-to-place transformation that characterizes consumption encampments. We analyze the role of three architectonic pillars of tailgating—chorography, conviviality, and community—in the emplacement of brand community and theorize the spatial essence of the collegiate brand.

Drawing on a vast array of research contexts ranging from brand collecting, globalizing food in India, and art consumption to rock festivals, dog shows, and fan fiction, this volume suggests both the breadth and depth encompassed by Consumer Culture Theory (CCT). CCT is a specific interpretive approach to understanding consumer behavior that has crystallized in the past few years out of an evolving stream of research conducted over the past few decades. These chapters present cutting edge CCT research and are a subset of the work presented at the first CCT Conference. Besides its focus on cons

Abstract
Like homes, neighborhoods, and cities, retail locations offer significant opportunities for attachment far from domestic spheres. In commercial settings, consumers construct personal geographies, and find stable references for their lives. Our work advances previous consumer research by showing how these relationalities are situated, implicitly unstable and often impermanent. Individuals attach to commercial spaces in multiple ways, through both immediate and slow processes. We theorize that multiple affordances of spaces—whether sensual, symbolic, or cerebral—trigger meaningful ties, stimulate new affective and practice repertoires and may exert a transformative power in personal biographies. Bonds evolve in tandem with individuals' life courses and are also impacted by events beyond consumers' control, such as store closures. Whether disruptive or constructive, detachments can precipitate constructive change, allowing individuals to mobilize the emotional and cognitive resources at the base of their affective bond with treasured places, and redirect these assets more effectively. Forced and voluntary detachment from retail spaces are thus interpreted as integral and complementary components of attachment.