Titanic Consuming the Myths and Meanings of an Ambiguous.pdfVIP

Loyola University Chicago Loyola eCommons School of Business: Faculty Pu lications and Other Faculty Pu lications Works 12-2013 Titanic: Consuming the M ths and Meanings of an Ambiguous Brand Stephen Brown Pierre McDonagh Clifford J. Shultz Loyola University C hicago, cshultz@ Recommended Citation Brown, S, McDonagh, P, and Shultz CJ . Titanic: consuming the myths and meanings of an am iguous brand in Journal of Consumer Research 40(4), 2013. This Article is brought to you for free and open access y the Faculty Pu lications at Loyola eCommons. It has been accepted for inclusion in School of Business: Faculty Pu lications and Other Works y an authorized administrator of Loyola eCommons. For more information, please contact ecommons@. This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License. © 2013 y Journal of Consumer Research, Inc. Titanic: Consuming the Myths and Meanings of an Ambiguous Brand STEPHEN BROWN PIERRE MCDONAGH CLIFFORD J. SHULTZ II 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 consum- ers? Why are certain consumer myths more prevalent and less perishable than