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Titanic: Consuming the Myths and Meanings of an Ambiguous Brand

Author

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  • Stephen Brown
  • Pierre McDonagh
  • Clifford J. Shultz II

Abstract

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.

Suggested Citation

  • Stephen Brown & Pierre McDonagh & Clifford J. Shultz II, 2013. "Titanic: Consuming the Myths and Meanings of an Ambiguous Brand," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 595-614.
    • Handle: RePEc:oup:jconrs:doi:10.1086/671474
    DOI: 10.1086/671474
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    Cited by:

    1. Vivien Blanchet, 2020. "Happy Christmases are all alike; each unhappy Christmas is unhappy in its own way," Post-Print hal-02437257, HAL.
    2. Pecot, Fabien & Merchant, Altaf & Valette-Florence, Pierre & De Barnier, Virginie, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Journal of Business Research, Elsevier, vol. 85(C), pages 304-316.
    3. Luna-Cortés, Gonzalo & López-Bonilla, Luis Miguel & López-Bonilla, Jesús Manuel, 2022. "The consumption of dark narratives: A systematic review and research agenda," Journal of Business Research, Elsevier, vol. 145(C), pages 524-534.
    4. Philip Boland & Stephen McKay, 2021. "Personality association and celebrity museumification of George Best (with nods to John Lennon)," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 17(4), pages 409-419, December.
    5. Katja H Brunk & Markus Giesler & Benjamin J Hartmann & Darren DahlEditor & Craig ThompsonAssociate Editor, 2018. "Creating a Consumable Past: How Memory Making Shapes Marketization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1325-1342.
    6. Canavan, Brendan & McCamley, Claire, 2020. "The passing of the postmodern in pop? Epochal consumption and marketing from Madonna, through Gaga, to Taylor," Journal of Business Research, Elsevier, vol. 107(C), pages 222-230.
    7. Bernard Cova & Simona D'Antone, 2016. "Brand Iconicity vs. Anti-Consumption Well-Being Concerns: The Nutella Palm Oil Conflict," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 166-192, March.
    8. Jeacle, Ingrid, 2022. "The gendered nature of valuation: Valuing life in the Titanic compensation claims process," Accounting, Organizations and Society, Elsevier, vol. 99(C).
    9. Andrea Lucarelli, 2018. "Co-branding public place brands: towards an alternative approach to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 260-271, November.
    10. Silvia Biraghi & Rossella Chiara Gambetti & Angela Antonia Beccanulli, 2020. "Achieving cultural relevance in technomediated platforms: instant cultural branding and controversial clicktivism," Italian Journal of Marketing, Springer, vol. 2020(2), pages 163-187, September.
    11. Chloe Preece & Finola Kerrigan & Daragh O’reilly & Eileen Fischer & J Jeffrey Inman & Julie L Ozanne, 2019. "License to Assemble: Theorizing Brand Longevity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(2), pages 330-350.
    12. Canavan, Brendan, 2019. "Tourism-in-literature: Existential comfort, confrontation and catastrophe in Guy De Maupassant's short stories," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    13. Hélène Cherrier, 2016. "Material Presence and the Detox Delusion: Insights from Social Nudism," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 100-123, March.
    14. Saeed Farhan & Bury Alan & Bonsall Stephen & Riahi Ramin, 2019. "The application of AHP in the development of a taxonomy of merchant marine deck officers’ non-technical skills (NTS)," Logistics, Supply Chain, Sustainability and Global Challenges, Sciendo, vol. 10(1), pages 55-70, June.
    15. Fabien Pecot & Altaf Merchant & Pierre Valette-Florence & Virginie de Barnier, 2018. "Cognitive outcomes of brand heritage: A signaling perspective," Post-Print hal-01831914, HAL.
    16. Clarinda Rodrigues & Amélia Brandão & Soniya Billore & Tetsuhisa Oda, 2024. "The mediating role of perceived brand authenticity between brand experience and brand love: a cross-cultural perspective," Journal of Brand Management, Palgrave Macmillan, vol. 31(3), pages 293-309, May.
    17. Hartmann, Benjamin J. & Brunk, Katja H., 2019. "Nostalgia marketing and (re-)enchantment," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 669-686.
    18. Regany, Fatima & Benmecheddal, Ahmed & Belkhir, Meriam & Djelassi, Souad, 2021. "Conflicting coexistence of legitimation and delegitimation logics in a revived market: The case of a traditional clothing market," Journal of Business Research, Elsevier, vol. 123(C), pages 438-449.

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