Working through a nuanced typology of myth (Tillotson & Martin, 2014) provided a deeper understanding of how managers may become increasingly un-reflexive in their marketing activities. This case also provides a cautionary tale for heterogeneous communities where ideological conflict underscores development and adoption of contemporary myths.
Tillotson, J. and Martin, D. (2015), "Myth-Mediated Branding", Consumer Culture Theory (Research in Consumer Behavior, Vol. 17), Emerald Group Publishing Limited, pp. 189-221. https://doi.org/10.1108/S0885-211120150000017010Download as .RIS
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