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  • McCafe: The McDonald's Co-branding Experience

    Author(s)
    Wright, Owen
    Frazer, Lorelle
    Merrilees, Bill
    Griffith University Author(s)
    Wright, Owen C.
    Frazer, Lorelle
    Merrilees, Bill J.
    Year published
    2007
    Metadata
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    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 ...
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    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.
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    Journal Title
    The Journal of Brand Management
    Volume
    14
    Issue
    6
    Subject
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/17003
    Collection
    • Journal articles

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