• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Conference outputs
    • View Item
    • Home
    • Griffith Research Online
    • Conference outputs
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • The McCafe Experience - Co-branding Case Study

    Author(s)
    Wright, Owen
    Frazer, Lorelle
    Griffith University Author(s)
    Wright, Owen C.
    Frazer, Lorelle
    Year published
    2005
    Metadata
    Show full item record
    Abstract
    This paper describes a case study of the McCafe and McDonald's co-branding arrangement. Co-branding is becoming increasingly popular in franchising as a means of stimulating growth in a mature sector. This case study provides an organisational perspective of co-branding, thus extending the existing literature which has focused on product specific co-branding. The study reveals that incentives for introducing the McCafe brand into existing McDonald's restaurants include attracting new and old customer segments, increasing internal and external competitiveness, assisting in cultural change, reinvigorating the brand, and ...
    View more >
    This paper describes a case study of the McCafe and McDonald's co-branding arrangement. Co-branding is becoming increasingly popular in franchising as a means of stimulating growth in a mature sector. This case study provides an organisational perspective of co-branding, thus extending the existing literature which has focused on product specific co-branding. The study reveals that incentives for introducing the McCafe brand into existing McDonald's restaurants include attracting new and old customer segments, increasing internal and external competitiveness, assisting in cultural change, reinvigorating the brand, and stimulating sales growth. This preliminary investigation provides a starting point for further research into co-branded franchising arrangements.
    View less >
    Conference Title
    European Marketing Academy (EMAC) 34th Conference Proceedings
    Publisher URI
    http://www.emac-online.org/r/default.asp?iId=IHGMD
    Publication URI
    http://hdl.handle.net/10072/2872
    Collection
    • Conference outputs

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander