The art of brand war: an approach to conceptualising flanker brands
MetadataShow full item record
This research seeks to develop a unified concept of flanker brands, and build a research model to empirically evaluate consumer perceptions and attitudes towards flanker brands; specifically in the luxury brand context. Underpinned by Schema Theory, applying the military teachings of Manoeuvre Theory, and incorporating the lessons from Sun Tzu’s Art of War; this research aims to dimensionalise flanker brands into Distinct and Latent Flanker Brands. In doing so, this study clarifies how flanker brands are employed in the marketplace, and how consumers react to them.
Showing items related by title, author, creator and subject.
Lim, Shan Ming Aaron (2017)This research develops a concept of flanker brands, and builds a research framework to empirically evaluate consumer perceptions and attitudes towards flanker brands, in the luxury brand context. Underpinned by Manoeuvre ...
Rabbanee, Fazlul ; Sadeque, Saalem; Swapan, Mohammad (2019)City branding is an important activity of the governing authorities of the cities around the world. While extant literature on urban governance highlights the significance of residents’ role in the development and managing ...
Ferguson, Graham; Lau, K.; Phau, Ian (2016)Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the ...