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. In the 22 years since Levy's inaugural article, the literature has grown at an impressive rate. Myths have come of age in consumer research. STEPHEN BROWN PIERRE McDONAGH CLIFFORD J. Titanic: Consuming the Myths and Meanings of an Ambiguous Brand
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Shultz II Source: Journal of Consumer Research, (-Not available-), p. Titanic : Consuming the Myths and Meanings of an Ambiguous Brand Author(s): Stephen Brown, Pierre McDonagh, and Clifford J.
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