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    VAT and CCT Viable Systems Approach and Consumer Culture Theory - A Conceptual Framework

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    VAT and CCT Viable Systems Approach and Consumer Culture Theory - A Conceptual Framework 에 대한 자료입니다.
    본문내용
    Viable Systems Approach and Consumer Culture Theory:
    A Conceptual Framework
    Contents
    Abstract Review
    Consumer Culture Theory ( CCT )
    Viable System Approach ( VSA )
    Applying the VSA to CCT framework
    Conclusion
    1. Abstract Review
    The aim of this study is to depict the relational dynamics between the firm/ brand and the individual/consumer or communities of consumers. To this aim we propose a conceptual framework, integrating the viable systems approach (VSA) with consumer culture theory (CCT), which considers the individual as an active co-maker of the product/brand (몵prosumer몶). The VSA view of the firm overcomes the limitations of CCT research, which is mainly focused on the individual, giving little consideration to the other actors in the context.
    2. Consumer Culture Theory ( CCT )
    Arnould and Thompson (2005) identified four main research streams within CCT:
    Consumer identity projects
    Marketplace cultures
    Socio-historic patterning of consumption
    Mass-media marketplace ideologies, and
    consumers몶 interpretive strategies.
    In this study we will focus mainly on the first of the above-mentioned research streams
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