Loyola University Chicago Loyola eCommons School of Business: Faculty Publications and Other Works Faculty Publications 12-2013 Titanic: Consuming the Myths and Meanings of an Ambiguous Brand Stephen Brown Pierre McDonagh Clifford J. Shultz Loyola University Chicago,
[email protected] Follow this and additional works at: https://ecommons.luc.edu/business_facpubs Part of the Other Business Commons Recommended Citation Brown, S, McDonagh, P, and Shultz CJ. "Titanic: consuming the myths and meanings of an ambiguous brand" in Journal of Consumer Research 40(4), 2013. This Article is brought to you for free and open access by the Faculty Publications at Loyola eCommons. It has been accepted for inclusion in School of Business: Faculty Publications and Other Works by an authorized administrator of Loyola eCommons. For more information, please contact
[email protected]. This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License. © 2013 by 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 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.