Centre for Research in Advertising and Consumption

The Centre for Research in Advertising and Consumption (CRiAC) explores a broad range of consumption practices that constitute consumer culture in both developed and developing economies, and the role of advertising in the development of brands.

Brands are ubiquitous in consumer culture and have evolved from a simple signal of quality to a potent symbol of meaning. A brand can evoke feelings of trust and even be part of a relationship between people. The study of brands thus encompasses theoretical perspectives from psychology, sociology and anthropology, as well as economics. Recently however brands have been the target for critical attacks from anti-globalisation organisations and through the best-selling book No-Logo. The centre conducts both managerially-oriented research as well as that which adopts a critical perspective.