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- W2891990225 abstract "This paper provides an understanding of the multidisciplinary synthesising of myth conceptualisation in consumer culture theory.Mythology is an umbrella term that has been used in a variety of forms and interpretations. This review draws from psychology, sociology, anthropology, cultural studies, literary criticism, history and political studies to examine the historical and discursive constructions of mythology. We distinguish multiple perspectives of mythology and demonstrate how exemplars of each are used in consumer research. Finally, we suggest new directions for mythology that pertain to consumer culture research." @default.
- W2891990225 created "2018-09-27" @default.
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- W2891990225 date "2014-06-21" @default.
- W2891990225 modified "2023-09-26" @default.
- W2891990225 title "Understanding myth in consumer culture theory" @default.
- W2891990225 hasPublicationYear "2014" @default.
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