Myth, Memory, and Market: Exploring Cultural Mythology in ‎Consumer Brand Perceptions

  • Authors

    • Dr. Nilesh Anute Associate Professor, Balaji Institute of Management & Human Resource Development, Sri Balaji University, ‎Pune
    • Dr. Mayank Tripathi Assistant Professor, Pranveer Singh Institute of Technology, Kanpur
    • Dr. Namita Chawla Assistant Professor, MCA, PCET's Pimpri Chinchwad University, Pune
    • Dr. Dhanashri S. Havale Associate Professor, International Institute of Management Studies, Pune
    • Dr. Prashant Kalshetti Professor & Head, Dept.of BBA, Dr. D Y Patil Vidyapeeth, Global Business School and Research Centre, Pune
    • Dr. Ganesh Pathak Associate Professor, Balaji Institute of Modern Management, Sri Balaji University, Pune (SBUP)‎
    • Dr. Shailesh Tripathi Professor, Balaji Institute of Management and Human Resource Development, Sri Balaji University, Pune
    https://doi.org/10.14419/b1kvja84

    Received date: August 11, 2025

    Accepted date: September 21, 2025

    Published date: October 3, 2025

  • Brand Mythology; Cultural Narrative; Consumer Perception; Archetypes; Brand ‎Symbolism; Memory Marketing; Emotional Branding; Cultural Identity.

  • Abstract

    In a competitive marketplace, consumer perceptions of brands encompass not only ‎functionality and quality but also important cultural narratives and mythologies. ‎This research examines the relationship among cultural mythology, collective ‎memory, and branding, highlighting the impact of traditional myths and symbolic ‎associations on consumer choices, loyalty, and perceptions of brand authenticity. ‎This study analyzes the utilization of mythological characteristics, including ‎archetypes, heroes, rituals, and nostalgia, by brands to shape consumer perceptions ‎and enhance market resonance, based on cultural semiotics and consumer ‎psychology.‎

    A standardized questionnaire was distributed to a sample of 180 respondents from ‎urban and semi-urban areas, encompassing various age groups, genders, and ‎educational backgrounds. A quantitative analysis was performed on demographic ‎data and responses to 21 closed-ended questions to identify trends and correlations ‎associated with mythology-infused branding. The findings indicate that consumers ‎unconsciously associate brand narratives with cultural myths, and brands that align ‎with established mythic frameworks generally improve emotional attachment and ‎brand recall.‎

    Generational memory and regional culture significantly influence brand ‎perceptions, indicating that effective branding strategies must incorporate cultural ‎context. This study contributes to marketing literature by clarifying the role of ‎symbolic communication and cultural storytelling in promoting consumer ‎engagement and preference‎.

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  • How to Cite

    Anute, D. N. . ., Tripathi , D. M. ., Chawla , D. N. ., Havale, D. D. S. ., Kalshetti , D. P. ., Pathak , D. G. ., & Tripathi, D. S. . (2025). Myth, Memory, and Market: Exploring Cultural Mythology in ‎Consumer Brand Perceptions. International Journal of Accounting and Economics Studies, 12(6), 100-109. https://doi.org/10.14419/b1kvja84