Barrett J.L., Nyhof M.A., Spreading Non-natural Concepts: The Role of Intuitive Conceptual Structures in Memory and Transmission of Cultural Materials, “Journal of Cognition and Culture” 2001, vol. 1, no. 1, pp. 69–100.

Barrett J.L., Burdett E.R., and Porter T.J., Counterintuitiveness in Folktales: Finding the Cognitive Optimum, “Journal of Cognition and Culture” 2009, vol. 9, no. 3, pp. 271–287.

Belk R.W., Tumbat G., The Cult of Macintosh, “Consumption, Markets and Culture” 2005, vol. 8, no. 3, pp. 205–217.

Bierhorst J., The Red Swan: Myths and Tales of the American Indians, New York 1976.

Boyer P., Ramble Ch., Cognitive Templates for Religious Concepts: Cross-cultural Evidence for Recall of Counter-intuitive Representations, “Cognitive Science” 2001, vol. 25, no. 4, pp. 535–564.

Boyer P., Religion Explained: The Evolutionary Origins of Religious Thought, New York 2001.

Brown S., McDonagh P., Shultz C.J., Titanic: Consuming the Myths and Meanings of an Ambiguous Brand, “Journal of Consumer Research” 2013, vol. 40, no. 4, pp. 595–614.

Burkert W., Creation of the Sacred: Tracks of Biology in Early Religions, Cambridge 1996.

Burkert W., Structure and History in Greek Mythology and Ritual, Berkeley 1982.

Campbell J., The Hero with a Thousand Faces, New York 1949.

d’Aquili E.G., Newberg A.B., The Mystical Mind: Probing the Biology of Religious Experience, Minneapolis 1999.

Donald M., Origins of the Modern Mind: Three Stages in the Evolution of Culture and Cognition, Cambridge 1991.

Doty W.G., Mythography: The Study of Myths and Rituals, Tuscaloosa 2000.

Gennep A. van, The Rites of Passage, London 2010.

Greimas A.J., Of Gods and Men: Studies in Lithuanian Mythology, Bloomington 1992.

Heath R., The Hidden Power of Advertising: How Low Involvement Processing Influences the Way We Choose Brands, Henley-on-Thames 2001.

Holt D.B., Cameron D., Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Oxford 2012.

Holt D.B., How Brands Become Icons: The Principles of Cultural Branding, Boston 2004.

Holt D.B., What Becomes an Icon Most?, “Harvard Business Review” 2003, vol. 81, no. 3, pp. 43–49.

Honko L., The Problem of Defining Myth, [in:] The Myth of the State, H. Biezais (ed.), Stockholm 1972, pp. 7–19.

Johar G.V., Holbrook M.B., Stern B.B., The Role of Myth in Creative Advertising Design: Theory, Process and Outcome, “Journal of Advertising” 2001, vol. 30, no. 2, pp. 1–25.

Johnson M., The Body in the Mind: The Bodily Basis of Meaning, Imagination, and Reason, Chicago 1990.

Kilinc U., The Use of Myths as an Advertisement Strategy at the Age of Social Media, [in:] Handbook of Research on Effective Advertising Strategies in the Social Media Age, Ö.T. Nurdan, Y. Recep (eds.), Hershey 2015, pp. 406–415.

Lakoff G., Johnson M., Metaphors We Live By, Chicago 1980.

Lakoff G., Johnson M., Philosophy in the Flesh: The Embodied Mind and Its Challenge to Western Thought, New York 1999.

Lakoff G., Women, Fire, and Dangerous Things: What Categories Reveal About the Mind, Chicago 1987.

Lawson T.E., McCauley R.N., Rethinking Religion: Connecting Cognition and Culture, Cambridge 1990.

Lévi-Strauss C., The Savage Mind, Chicago 1962.

Lévi-Strauss C., Totemism, trans. R. Needham, Boston 1963.

Lévi-Strauss, C., The Raw and the Cooked, trans. John and Doreen Weightman, New York 1969.

Levy S.J., Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior, “Journal of Marketing” 1981, vol. 45, no. 3, pp. 49–61.

Mark M., Pearson C., The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, New York 2001.

McCauley R.N., Lawson T.E., Bringing Ritual to Mind: Psychological Foundations of Cultural Forms, Cambridge 2002.

Newberg A.B., d’Aquili E.G., Rause V., Why God Won’t Go Away: Brain, Science and the Biology of Belief, New York 2001.

Norenzayan A., Atran S., Cognitive and Emotional Processes in the Cultural Transmission of Natural and Nonnatural Beliefs, [in:] The Psychological Foundations of Culture, M. Schaller, C.S. Crandall (eds.), Mahwah 2004, pp. 149–169.

Norenzayan A., Atran S., Faulkner J., Schaller M., Memory and Mystery: The Cultural Selection of Minimally Counterintuitive Narratives, “Cognitive Science” 2006, vol. 30, no. 3, pp. 531–553.

Propp V., Morphology of the Folktale, Austin 1968.

Raglan L., The Hero: A Study in Tradition, Myth and Drama, Mineola 2013.

Randazzo S., Mythmaking on Madison Avenue: How Advertisers Apply the Power of Myth and Symbolism to Create Leadership Brands, Chicago 1993.

Randazzo S., Subaru: The Emotional Myths Behind the Brand’s Growth, “Journal of Advertising Research” 2006, vol. 46, no. 1, pp. 11–17.

Sperber D., The Modularity of Thought and the Epidemiology of Representations, [in:] Mapping the Mind: Domain Specificity in Cognition and Culture, L.A. Hirschfeld, S.A. Gelman (eds.), Cambridge 2002, pp. 39–67.

Stern B.B., Consumer Myths: Frye’s Taxonomy and the Structural Analysis of Consumption Text, “Journal of Consumer Research” 1995, vol. 22, no. 2, pp. 165–185.

Strenski I., Four Theories of Myth in Twentieth-Century History: Cassirer, Eliade, Lévi-Strauss and Malinowski, London 1995.

Thompson C.J., Marketplace Mythology and Discourses of Power, “Journal of Consumer Research” 2004, vol. 31, no. 1, pp. 62–80.

Turner V., The Ritual Process: Structure and Anti-Structure, Chicago 1969.

Vincent L., Legendary Brands: Unleashing the Power of Storytelling to Create a Winning Marketing Strategy, Chicago 2002.

Vogler Ch., The Writer’s Journey: Mythic Structure for Writers, Studio City 2007.

Williamson J., Decoding Advertisements: Ideology and Meaning in Advertising, London 1978.