Consumer culture theory ja e uma escola de pensamento em marketing?

The 1980s brought an alternative view to the positivist predominant current in consumer research field: Consumer Culture Theory (CCT), which assumes an epistemological orientation based on interpretivism and qualitative research. Given the prominence achieved by CCT it's raised the follow question: Consumer Culture Theory can be considered an autonomous marketing school of thought? Guided by three fundamental criteria for qualifying a school of thought (academic recognition, body of knowledge and contributions), a desk research was conducted, based on journals and papers in the field and in a research corpus built from the references included in the seminal text Consumer Culture Theory (CCT): Twenty Years of Research. Conclusion is that CCT meets the criteria adopted in this research and, thus, can be considered an autonomous marketing school of thought within the field of consumer research. Keywords Consumer Culture Theory, school of thought, interpretivism, consumer research, desk research. La decada de 1980 trajo una vision alternativa a la corriente positivista predominante en el campo de investigacion del consumidor: la Consumer Culture Theory (CCT), que asume una orientacion epistemologica basada en el interpretativismo y en la investigacion cualitativa. Frente a la relevancia alcanzada por la CCT, se planteo la siguiente cuestion: ?La CCT ya puede ser considerada una escuela autonoma de pensamiento en marketing? Pautados en tres criterios fundamentales para la calificacion de una escuela de pensamiento (reconocimiento academico, cuerpo de conocimiento y contribuciones), fue realizada una desk research, basada en periodicos y articulos del area y en la construccion de un corpus de investigacion construido con base en las referencias contenidas en el texto seminal Consumer Culture Theory (CCT): twenty years of research. La conclusion es que la CCT atiende a los criterios adoptados en la presente investigacion, pudiendo ser considerada una escuela autonoma de pensamiento dentro del campo de investigacion del consumo. Palabras clave Consumer Culture Theory, escuela de pensamiento, interpretativismo, investigacion de consumo, desk research. A decada de 1980 trouxe uma visao alternativa a corrente positivista predominante no campo de pesquisa do consumidor: a Consumer Culture Theory (CCT), que assume uma orientacao epistemologica baseada no interpretativismo e na pesquisa qualitativa. Diante do destaque alcancado pela CCT, levantou-se a seguinte questao: