McIntyre‐Bhatty, Y.T.; Parker, D. - In: Chinese Management Studies 5 (2011) 4, pp. 450-459
Purpose – The purpose of this paper is to use principles from Tzu's The Art of War to develop a conceptual framework for the exploration of brand persuasion and the manufacturing of consumer consent and consumption. Design/methodology/approach – The conceptual framework is based upon formal...