Myths have come of age in consumer research. In the 22 years since Levy’s inaugural article, the literature has grown at an impressive rate. Yet important questions remain unanswered: What makes some myths especially meaningful to consumers? Why are certain consumer myths more prevalent and...

Using a Netnographic Grounded Theory approach to an online fan forum, a Virtual Community (VC), this article considers brand culture and value co-creation. The research site is a VC containing football fans who are viewed as stakeholders of the organisation Liverpool Football Club. Following a...

Vietnam’s continuing economic transformation has sharply increased the demand for highly-qualified business graduates. Vietnamese universities have responded to this increase in demand by improving the quality of their programs and raising their performance standards. The degree to which...

Lebanon is a complex country of extraordinary promise; often thrust into crisis, including recent military assaults, terrorist attacks and bombings. The authors share findings from a longitudinal field-study of the evolving political and business climate of Lebanon, emphasizing a particular MNC...

Alfred Cowles' (1934) test of the Dow Theory apparently provided strong evidence against the ability of Wall Street's most famous chartist to forecast the stock market. In this paper, we review Cowles' evidence and find that it supports the contrary conclusion -- that the Dow Theory, as applied...