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...
| Main Author: | |
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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 |
| _version_ | 1848759317369454592 |
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| author | Lim, Shan Ming Aaron |
| author_facet | Lim, Shan Ming Aaron |
| author_sort | Lim, Shan Ming Aaron |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T09:57:58Z |
| format | Thesis |
| id | curtin-20.500.11937-55065 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:57:58Z |
| publishDate | 2017 |
| publisher | Curtin University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-550652022-07-29T05:32:54Z The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands Lim, Shan Ming Aaron 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. 2017 Thesis http://hdl.handle.net/20.500.11937/55065 Curtin University fulltext |
| spellingShingle | Lim, Shan Ming Aaron The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands |
| title | The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands |
| title_full | The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands |
| title_fullStr | The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands |
| title_full_unstemmed | The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands |
| title_short | The Art of Brand War: A Manoeuvre Theory Approach to Conceptualising Flanker Brands |
| title_sort | art of brand war: a manoeuvre theory approach to conceptualising flanker brands |
| url | http://hdl.handle.net/20.500.11937/55065 |