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...