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dc.contributor.authorLim, Aaron
dc.date.accessioned2017-01-30T12:47:23Z
dc.date.available2017-01-30T12:47:23Z
dc.date.created2016-09-22T12:28:59Z
dc.date.issued2015
dc.identifier.citationLim, A. 2015. The art of brand war: an approach to conceptualising flanker brands, Marketing Insights Working paper series, School of Marketing, Curtin University of Technology, School of Marketing.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/25228
dc.description.abstract

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.

dc.relation.urihttp://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/
dc.titleThe art of brand war: an approach to conceptualising flanker brands
dc.typeWorking Paper
dcterms.source.seriesMarketing Insights Working paper series, School of Marketing
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access


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