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This paper attempts to provide an understanding of gift‐giving for a more systematic assessment of relationship building to succeed in an Asian realm. This study proposes to examine the underlying linkage between the intensity of gift‐giving and constructing relationships. The goal is to provide both researchers and businesses an insight into how to successfully manage profitable relationships in a culture‐rich environment that is growing ever more demanding and complicated. Gift‐giving is seen as an act of reciprocity, and often misconstrued as bribery by Westerners, yet it appears to be an important constituent of the Asian culture and can be seen as a form of relationship investment, that if cultivated well, can uplift interactions between businesses.

The purpose of this paper is to review the 1985-1991 project called “The Consumer Behavior Odyssey”, including a retrospective assessment of its context and role in influencing consumer research paradigms.

The study is based on personal recollections, introspective fieldnotes from the Odyssey and various publications and videos that emerged from the project. It also reflects on several subsequent “inside” and “outside” accounts of the project and its impact.

The paper concludes that the Odyssey was a critical event within a nexus of other critical events that helped precipitate what is now widely called Consumer Culture Theory. It was a highly visible project that acted as a lightning rod that attracted both supporters and opponents at the time, but that ultimately helped carve out a place for interpretive, qualitative, visual and ethnographic consumer research within business schools.

Although there were a number of methodological and research outputs from the Odyssey during the 1980s and early 1990s and there have been several recent “outside” appraisals of its influence since then, there has been only one subsequent “inside” account of its ontological and epistemological impact − a 2011 video made for the 50th anniversary of the major funding organization for the project, the Marketing Science Institute. This paper offers a more extensive appraisal by one of the project’s leaders.

This paper aims to trace the roots and development of Consumer Culture Theory (CCT) through the eyes of major participants in this field of study.

The report is a qualitative essay based on data accumulated and integrated from several directions: the CCT literature, reminiscent versions by significant scholars, and participant/observation by the author.

The CCT conferences began in 2005, sparked by the contribution of Eric Arnould and Craig Thompson. However, earlier versions are traced through the growth of interest in the study of consumer behavior starting in ancient times and spurred by the surge of post-World War II prosperity and technological advances. The expansion of consumer studies through the Association for Consumer Research (ACR), the Journal of Consumer Research (JCR), and the Heretical Consumer Research (HCR) were precursors of CCT. Perspectives are provided by Shankar and Patterson, Mark Tadajewski, Russell Belk, Fuat Firat, and Markus Geisler, with a special emphasis on early roots by the author.

The paper is novel in its application of The Rashomon Effect which shows how different scholars perceive a particular historical phenomenon. It is also a useful example of the qualitative orientation of CCT culture and style in studying situations, both contemporary and historical, to gain holistic insights.

The purpose of this paper is to reflect upon the author’s involvement in the paradigm wars of the 1980s in marketing and consumer research. In this paper, the author describes his role in the ecological succession of the discipline at a critical juncture between the early efforts of the pioneering scholars and the establishment of a mature climax community of consumer culture theorists.

The author employs an autobiographical approach.

Among the many contributions of a host of talented and insightful fellow travelers, the author’s penchant for ethnographic research and anthropological analysis helped nudge the discipline into interesting new niches.

This personal reminiscence of the philosophical debates surrounding our interpretive turn may be triangulated with others to construct a synchronic account of a moment in disciplinary evolution.

This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers.

Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow.

The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering.

By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes.

The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability.

While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.

Using queer/crip theory as a frame, I examine the narratives of 17 mothers raising children with disabilities.

Results show that the mothers’ narratives of an imagined future for their children often involve the idea of success in terms of production and reproduction. However, some mothers do question this idea of normalcy, challenge deeply seated ideas about neoliberal inclusion, and reframe disability as a different way of existing as opposed to a deficient way of being.

The focus of this paper is on how mothers imagine different kinds of social arrangements. Some mothers, instead of embracing success as narrowly defined under neoliberalism, challenge the idea and instead offer queer narratives of parenting. This study illustrates how counternarratives can be constructed to resist prevailing narratives of disability as deficiency.

For teachers to fully enact pedagogy rooted in equity and inclusion, they must have access to purposeful systems and tools supporting proactive and collaborative planning built explicitly to center the needs of those historically denied full access to learning. This chapter takes on the historical injustices that have been perpetuated within public education in the United States since its inception and presents practical tools and systems (rooted in research and refined in the field) that can promote more equitable day-to-day teaching and learning in classrooms.

While the literature on twice exceptionality is growing, it often focuses on twice exceptionality generally, overlooking within group differences that may create unique experiences for students. As such, there is a need to explicitly detail these differences to push the knowledge base forward. This chapter focuses on the unique needs and experiences of twice exceptional (2E) Black boys as they navigate K-12 schools. Further, this chapter details the ways in which school counselors may respond to their needs through comprehensive, antiracist school counseling practices. Finally, implications for policy and research are discussed.