This paper systematizes the theoretical perspectives that inform the consumer-object relationship (C-OR) debate and its evolutionary trajectories to organize how a theory of the object has been developed in marketing and consumer research. The paper builds on a diachronic critical reading of the key turning points in the debate to conduct a systematic review, combining a bibliometric and semantic and lexicographic analysis. The analysis organizes the contribution that each theoretical perspective offered to the development of a theory of the object, highlighting the interplays, contrasts, mesh-ups, and distinctions in terms of theoretical underpinnings, vocabularies, and ideological viewpoints.
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