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“See Eric J. Arnould and Craig J. Thompson “Consumer Culture Theory (CCT): Twenty Years of Research,” Journal of Consumer Research, 31 (2005).”
― Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
― Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
“At least functional benefits forced marketers to remain grounded in the product’s material performance. There are no constraints at all for emotional benefits: all emotions are fair game. We are witnessing an emotions arms race in which companies vie to own one of the short list of top emotion words.”
― Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
― Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
