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    The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands

    Lim Shan 5 years 2017.pdf (5.583Mb)
    Access Status
    Open access
    Authors
    Lim, Shan Ming Aaron
    Date
    2017
    Supervisor
    Prof. Ian Phau
    Dr Min Teah
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Business
    School
    Marketing
    URI
    http://hdl.handle.net/20.500.11937/55065
    Collection
    • Curtin Theses
    Abstract

    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 Theory, and incorporating the lessons from Sun Tzu’s Art of War; this research aims to understand consumer perceptions of flanker brands, how they may be employed in the marketplace, and how they may be used as tactical tools against mimic brand competitors.

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