Conference Proceedings

Culture-centric studies of marketing and consumption in Brazil

Daiane Scaraboto, Marcia Christina Ferreira, Bernardo Figueiredo, Severino Pereira

The Macromarketing Society, Inc | Published : 2014

Abstract

This study examines the development of consumer culture studies in Brazilian scholarship. In particular, we trace the unfolding of the scientific production of culture-centric studies of marketing and consumers in the past 20 years in Brazil. We draw from multiple sources of data, including interviews with senior scholars in Marketing and Anthropology, to build our reflexive account of the field. As we trace the historical origins and influences of consumer culture studies in Brazilian society, we reflect on some of the key themes underlying culture-centric studies of markets and consumption. We also note the societal implications of the culture-centric research tradition in Brazil, and poin..

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University of Melbourne Researchers