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.
Anute et al. (Fri,) studied this question.