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Titanic : Consuming the Myths and Meanings of an Ambiguous Brand (CROSBI ID 201017)

Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija

Brown, Stephen ; McDonagh, Pierre ; Shultz, Clifford Titanic : Consuming the Myths and Meanings of an Ambiguous Brand // Journal of consumer research, 40 (2013), 3; 595-614. doi: 10.1086/671474

Podaci o odgovornosti

Brown, Stephen ; McDonagh, Pierre ; Shultz, Clifford

engleski

Titanic : Consuming the Myths and Meanings of an Ambiguous Brand

Myths have come of age in consumer research. In the 22 years since Levy's inaugural article, the literature has grown at an impressive rate. Yet important questions remain unanswered: What makes some myths especially meaningful to consumers? Why are certain consumer myths more prevalent and less perishable than others? This article argues that ambiguity is an influential factor. Using the RMS Titanic as an empirical exemplar, it unpacks the principal forms of myth-informed ambiguity surrounding "the unsinkable brand." Predicated on William Empson's hitherto unsung principles of literary criticism, the article posits that ambiguity in its multifaceted forms is integral to outstanding branding and consumer meaning making, as well as myth appeal more generally.

consuming; myths; ambiguous; brand

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Podaci o izdanju

40 (3)

2013.

595-614

objavljeno

0093-5301

10.1086/671474

Povezanost rada

Ekonomija

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