Featured Research

from universities, journals, and other organizations

Legendary brands: Why are consumers still fascinated by the Titanic?

Date:
July 26, 2013
Source:
University of Chicago Press Journals
Summary:
Brands do not necessarily need to present a clear, well-defined image in order to appeal to consumers, according to a new study. Consider the case of the Titanic.

Brands do not necessarily need to present a clear, well-defined image in order to appeal to consumers, according to a new study in the Journal of Consumer Research. Consider the case of the Titanic.

"Titanic. More than a century later, the name of the ill-fated steamship still strikes a chord with millions of consumers worldwide. Consumer fixation with the Titanic is not simply due to the scale of the calamity, since the death toll has been far exceeded on many occasions. Nor is it entirely attributable to humankind's appetite for the macabre or merely a case of being famous for being famous," write authors Stephen Brown (University of Ulster), Pierre McDonagh (Dublin City University), and Clifford J. Shultz, II (Loyola University Chicago).

The Titanic's consumer appeal is partly explained by the myths it embodies -- the myth of nature trumping technology, the almost Biblical lesson that great riches are worthless in life-or-death situations, and the accumulating layers of myth that have been added to the awful event by its representations in popular culture.

"Equally important is the unfathomability, the ambiguity, the imponderables at the heart of the Titanic's terrible tale," write the authors. "Was the Titanic considered unsinkable? Why were several ice warnings ignored? Why weren't there enough lifeboats? Were the steerage passengers locked below decks?"

The story of the Titanic leaves consumers pondering various questions that do not have clear-cut answers. It is this lack of clarity -- the inherent uncertainties -- that ensure the Titanic's imperishable consumer appeal.

"The Titanic represents a marketing bonanza for movie makers, memorabilia sellers, tourist attraction managers, and many more. This casts doubt on the long-standing assumption that brand identities should be clear, concise, coherent, and consistent. Clarity is overrated. Imprecision is underappreciated. Legendary brands need both," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Stephen Brown, Pierre McDonagh, and Clifford J. Shultz, II. Titanic: Consuming the Myths and Meanings of an Ambiguous Brand. Journal of Consumer Research, December 2013

Cite This Page:

University of Chicago Press Journals. "Legendary brands: Why are consumers still fascinated by the Titanic?." ScienceDaily. ScienceDaily, 26 July 2013. <www.sciencedaily.com/releases/2013/07/130726131258.htm>.
University of Chicago Press Journals. (2013, July 26). Legendary brands: Why are consumers still fascinated by the Titanic?. ScienceDaily. Retrieved July 28, 2014 from www.sciencedaily.com/releases/2013/07/130726131258.htm
University of Chicago Press Journals. "Legendary brands: Why are consumers still fascinated by the Titanic?." ScienceDaily. www.sciencedaily.com/releases/2013/07/130726131258.htm (accessed July 28, 2014).

Share This




More Mind & Brain News

Monday, July 28, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com
Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

Beatings and Addiction: Pakistan Drug 'clinic' Tortures Patients

AFP (July 24, 2014) A so-called drugs rehab 'clinic' is closed down in Pakistan after police find scores of ‘patients’ chained up alleging serial abuse. Duration 03:05 Video provided by AFP
Powered by NewsLook.com
New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins