Acceso usuarios
Marcelo Rezende
This work aims to present a proposal for a dialogue between authors and concepts of Consumer Culture Theory (CCT), the resulting discussions of the research investigating the experiences of consumption and the field of relationship marketing. Thus, the aim is to bring to light some of the theoretical elements linked to the notion of experiential consumption for the field of relationship marketing social and cultural approach in order to enable researchers in the field reflections referring to new alternatives and research different ways of seeing the relationship between businesses and consumers
Este trabalho tem por objetivo apresentar uma proposta de interlocução entre os conceitos e autores da Teoria da Cultura de Consumo ou Consumer Culture Theory (CCT), as discussões advindas das linhas de pesquisa que investigam as experiências de consumo e o campo do marketing de relacionamento. Dessa forma, almeja-se trazer à luz alguns elementos teóricos da abordagem social e cultural atrelada à noção experiencial do consumo para o campo do marketing de relacionamento, a fim de permitir aos pesquisadores brasileiros do campo reflexões que remetam a novas alternativas de pesquisas e diferentes formas de enxergar o relacionamento entre empresas e consumidores.
