The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands
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...
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| Format: | Thesis |
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Curtin University
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/55065 |