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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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Bibliographic Details
Main Author:	Lim, Shan Ming Aaron
Format:	Thesis
Published:	Curtin University 2017
Online Access:	http://hdl.handle.net/20.500.11937/55065

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