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

Name: Towards a macromarketing and consumer culture theory intersection: participatory and deliberative methodologies
Author: Saatçioğlu, Bige, Corus, C.

İsim	Towards a macromarketing and consumer culture theory intersection: participatory and deliberative methodologies
Yazar	Saatçioğlu, Bige, Corus, C.
Basım Tarihi:	2019-03
Basım Yeri	- Sage
Konu	Consumer culture, Consumer well-being, Macromarketing, Action research, Methodology
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	0276-1467
Kayıt Numarası	2df67c36-3bad-4e14-b774-23a12c4cdaa5
Lokasyon	Business Administration
Tarih	2019-03
Örnek Metin	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

Yazar Saatçioğlu, Bige, Corus, C.

Basım Tarihi 2019-03

Basım Yeri - Sage

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

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 0276-1467

Kayıt Numarası 2df67c36-3bad-4e14-b774-23a12c4cdaa5

Lokasyon Business Administration

Tarih 2019-03

Örnek Metin 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