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Towards a macromarketing and consumer culture theory intersection: participatory and deliberative methodologies

Title	Towards a macromarketing and consumer culture theory intersection: participatory and deliberative methodologies
Author	Saatçioğlu, Bige, Corus, C.
Publication Date:	2019-03
Publication Place	- Sage
Subject	Consumer culture, Consumer well-being, Macromarketing, Action research, Methodology
Type	Periodical
Language	English
Digital	Yes
Manuscript	No
Library:	Özyeğin University
Library Asset ID	0276-1467
Record ID	2df67c36-3bad-4e14-b774-23a12c4cdaa5
Library Location	Business Administration
Date	2019-03
Sample Text	This article provides a discussion on the use of an alternative paradigm towards a cross-fertilization of CCT and macromarketing. Researchers at the intersection of CCT and macromarketing can benefit from both research traditions' relative strength: the deep sociocultural focus of CCT and the structural lens of Macromarketing. To facilitate this dialogue, the authors propose an innovative and inclusive approach to research design and data collection. More specifically, the action research paradigm that is driven by an agenda for an egalitarian participation into the social sphere, a multidimensional wellbeing, and a reflexive social change is introduced. The discussion on an action research-driven research design and methodology also builds upon the key insights of Macromarketing and CCT traditions and offers a detailed framework for researchers who wish to bring an alternative and fresh look into a CCT/Macromarketing alliance.
DOI	10.1177/0276146718793487
Cilt	39

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Towards a macromarketing and consumer culture theory intersection: participatory and deliberative methodologies

Author Saatçioğlu, Bige, Corus, C.

Publication Date 2019-03

Publication Place - Sage

Subject Consumer culture, Consumer well-being, Macromarketing, Action research, Methodology

Type Periodical

Language English

Digital Yes

Manuscript No

Library Özyeğin University

Library Asset ID 0276-1467

Record ID 2df67c36-3bad-4e14-b774-23a12c4cdaa5

Library Location Business Administration

Date 2019-03

Sample Text This article provides a discussion on the use of an alternative paradigm towards a cross-fertilization of CCT and macromarketing. Researchers at the intersection of CCT and macromarketing can benefit from both research traditions' relative strength: the deep sociocultural focus of CCT and the structural lens of Macromarketing. To facilitate this dialogue, the authors propose an innovative and inclusive approach to research design and data collection. More specifically, the action research paradigm that is driven by an agenda for an egalitarian participation into the social sphere, a multidimensional wellbeing, and a reflexive social change is introduced. The discussion on an action research-driven research design and methodology also builds upon the key insights of Macromarketing and CCT traditions and offers a detailed framework for researchers who wish to bring an alternative and fresh look into a CCT/Macromarketing alliance.

DOI 10.1177/0276146718793487

Cilt 39