Aligning conflict brand stories with product types

Abstract

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.

Citation

Yin, C.-C., Chiu, H.-C. and Hsieh, Y.-C. (2020), "Aligning conflict brand stories with product types", Journal of Consumer Marketing, Vol. 37 No. 7, pp. 909-919. https://doi.org/10.1108/JCM-09-2019-3428