000			01700nam a22002657a 4500
003			ZW-GwMSU
005			20250305072728.0
008			250305b |||||||| |||| 00| 0 eng d
022			_a00935301
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.3 JOU
100	1		_aBrown, Stephen _eauthor
245	1	0	_aTitanic : _bconsuming the myths and meanings of an ambiguous brand / _ccreated by Stephen Brown, Pierre McDonagh and Clifford J. Shultz
264	1		_aOxford : _bOxford University Press, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of consumer research _vVolume 40, number 4,
520	3		_aMyths 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.
650			_aMarine accident _vBrand image _xConsumer behaviour
700	1		_aMcDonagh, Pierre _eco author
700	1		_aShultz, Clifford J. _eco author
856			_uhttps://doi.org/10.1086/671474
942			_2lcc _cJA
999			_c169128 _d169128