The twentieth volume of Research in Consumer Behavior presents twelve chapters, selected from the best papers submitted at the 13th annual Consumer Culture Theory Conference held in Denmark in June 2018. Aligned with the conference's thematic emphasis on storytelling, the contributors' research stories open the eyes and minds of readers to thought-provoking ideas, theories, and contexts. 
This book will allow researchers and graduate students working in the area of consumer research and marketing to explore three narrative lines that were prevalent during the conference: 'Objects and their doings', 'Glocalization', and 'Constituting Markets'. The volume concludes with an awarded paper by Brown, who takes a critical look at the quality of storytelling in the CCT tradition and helps us learn from the great storytellers of the past.

Selected from papers submitted to the 13th annual Consumer Culture Theory conference in Odense, Denmark, in June and July 2018, the 12 chapters in this volume address aspects of consumer culture theory. Researchers from Europe, Canada, Tunisia, and Brazil focus on object agency and materiality, including love-lock pilgrimages, erotic products, interior objects and companion animals and their agency in the home, and curatorial consumption in the context of vintage outlets; glocalization, including the meaning of "cool" in Tunisia, middle-class Hindu second-generation British Indian women's use of various cultural resources for ethnic identification, and delegitimation practices of illicit alcohol in Kenya; markets, in terms of market-research test towns, the marketization of elderly care, patriotism in Russian fashion design, and practices underpinning the production of field-specific cultural capital at festivals; and the quality of storytelling in the consumer culture theory tradition. -- Annotation ©2019 * (protoview.com) *

Domen Bajde is Professor WSR at University of Southern Denmark, where he heads the Consumption, Culture and Commerce research unit. His primary research interests include investigation of moralized markets and consumption, emergent technologies, and industry branding. Dannie Kjeldgaard is Professor in the Consumption, Culture and Commerce group at the University of Southern Denmark and VPP professor at the Univeristy of Gothenburg. Dannie's work analyses change processes of market-based glocalization, specifically how marketing and consumption constitute new sociocultural meaning systems.  Russell W. Belk is York University Distinguished Research Professor and Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University. His research involves the extended self, meanings of possessions, collecting, gift-giving, sharing, digital consumption, and materialism. This work tends to be qualitative, visual, and cultural.