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...
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| Format: | Working Paper |
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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 |
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