...Chin-Ching Yin; Hung-Chang Chiu; Yi-Ching Hsieh 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...

... – The interviews reveal that the mother–adolescent daughter shopping trip consists of three important developmental experiences: conflict and struggle, education and influence and bonding between mother and daughter. Similarities and differences between middle- and high-school daughters relative to these issues...