The art of brand war: an approach to conceptualising flanker brands
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 Th...
| Main Author: | |
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| Format: | Working Paper |
| Published: |
2015
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| Online Access: | http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ http://hdl.handle.net/20.500.11937/25228 |
| _version_ | 1848751650561327104 |
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| author | Lim, Aaron |
| author_facet | Lim, Aaron |
| author_sort | Lim, Aaron |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T07:56:06Z |
| format | Working Paper |
| id | curtin-20.500.11937-25228 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:56:06Z |
| publishDate | 2015 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-252282017-01-30T12:47:23Z The art of brand war: an approach to conceptualising flanker brands Lim, Aaron 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. 2015 Working Paper http://hdl.handle.net/20.500.11937/25228 http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ fulltext |
| spellingShingle | Lim, Aaron The art of brand war: an approach to conceptualising flanker brands |
| title | The art of brand war: an approach to conceptualising flanker brands |
| title_full | The art of brand war: an approach to conceptualising flanker brands |
| title_fullStr | The art of brand war: an approach to conceptualising flanker brands |
| title_full_unstemmed | The art of brand war: an approach to conceptualising flanker brands |
| title_short | The art of brand war: an approach to conceptualising flanker brands |
| title_sort | art of brand war: an approach to conceptualising flanker brands |
| url | http://business.curtin.edu.au/schools-and-departments/marketing/our-research/working-papers/ http://hdl.handle.net/20.500.11937/25228 |