Aligning conflict brand stories with product types

Chin Ching Yin, Hung Chang Chiu, Yi Ching Hsieh

Research output: Contribution to journalArticlepeer-review

5 Scopus citations


Purpose: Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand stories for search and experience product types. Design/methodology/approach: The authors used a survey of university students to test this study’s hypotheses. Findings: The results reveal significant main effects of four conflict reversal stories on brand attitudes. The influences of man-against-self, man-against-man and man-against-society conflicts on brand attitude are greater for experience than for search products. In contrast, the influence of man-against-nature conflict is higher for search than for experience products. Research limitations/implications: To generalize the results, this study should be replicated using more heterogeneous populations, setting the study in other cultures, testing actual brands and using a wider range of products. Practical implications: The findings provide insights for marketers seeking to use appropriate conflicts in their brand stories to enhance customers’ brand attitudes. Originality/value: Extant research does not address the relationship between different types of conflicts and customer attitudes, and the current study bridges this research gap.

Original languageEnglish
Pages (from-to)909-919
Number of pages11
JournalJournal of Consumer Marketing
Issue number7
StatePublished - 13 Oct 2020


  • Brand story
  • Conflict
  • Search/experience product


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