oa Journal of Marketing - All's fair in love and burger wars

Volume 2011, Issue 08
  • ISSN : 1811-9565



They're big - very big - and they're doing battle at a food court near you. They are, of course, the new breed of burger. man-sized (for that is, after all, the market they're capture) or call them a big eat; either way, they the latest attempts of fast food players to either the premium burger market or maintain their leading position there.

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