McCafe: The McDonald's Co-branding Experience

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Title McCafe: The McDonald's Co-branding Experience
Author Wright, Owen; Frazer, Lorelle; Merrilees, Bill
Journal Name The Journal of Brand Management
Editor Brenda Rouse
Year Published 2007
Place of publication India
Publisher Palgrave Macmillan Ltd
Abstract This paper explores the use of co-branding in franchising as a strategy to stimulate and rejuvenate growth in a mature franchising sector. It is proposed that development trends such as multiple unit franchising, mobile franchising and co-branding, occur because of the sector's need to find new means of expansion beyond the standard model of franchising. The specific phenomenon of co-branding is examined in the form of a case study. The McDonald's/McCafe co-branded arrangement, which evolved in Australia, is analysed to determine the incentives and benefits associated with this successful co-branding initiative. A tentative theoretical model has been formulated giving rise to a complex structure of motivational facets that are intrinsically linked and appear to work synergistically to achieve a co-branded arrangement.
Peer Reviewed Yes
Published Yes
Volume 14
Issue Number 6
Page from 442
Page to 457
ISSN 1350-231X
Date Accessioned 2007-06-14
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing and Market Research
URI http://hdl.handle.net/10072/17003
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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