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dc.contributor.convenorAssociate Professor Jill Sweeney and Professor Geoff Soutar
dc.contributor.authorWright, Owen
dc.contributor.authorFrazer, Lorelle
dc.contributor.authorMerrilees, Bill
dc.contributor.editorDr Sharon Purchase
dc.date.accessioned2018-03-27T04:45:38Z
dc.date.available2018-03-27T04:45:38Z
dc.date.issued2005
dc.date.modified2009-01-29T06:03:26Z
dc.identifier.refurihttp://anzmac2005.conf.uwa.edu.au
dc.identifier.urihttp://hdl.handle.net/10072/2884
dc.description.abstractThis paper focuses on the issue of organisational co-branding, and in particular, whether a sub-brand can perform the dual function of a co-brand. It is proposed that within a specific environment this apparent contradiction of terms is possible. This phenomenon is examined through the example of the McDonald's/McCafe co-branded franchising arrangement, which evolved in Australia through the 1990s and early 2000s. This paper attempts to clarify the limited discussion in literature regarding sub-brands and co-brands with regard to the McDonald's/McCafe brand relationship and also highlights some of the differences between a promotional/product based co-branded relationship and co-branding in an organisational context. Hence, a theoretical perspective is formulated representing a brand portfolio structure that intrinsically links the parent brand synergistically at the sub-brand level to achieve a more complex co-branded arrangement.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent130321 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherSchool of Business, University of Western Australia
dc.publisher.placePerth
dc.publisher.urihttps://anzmac.wildapricot.org/
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencenameANZMAC 2005
dc.relation.ispartofconferencetitleANZMAC 2005 Conference Proceedings
dc.relation.ispartofdatefrom2005-12-05
dc.relation.ispartofdateto2005-12-07
dc.relation.ispartoflocationFremantle
dc.rights.retentionY
dc.subject.fieldofresearchcode350204
dc.titleMcCafe...Sub-Brand, Para-Sub-Brand Or Co-Brand?
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© The Author(s) 2005. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
gro.date.issued2005
gro.hasfulltextFull Text
gro.griffith.authorWright, Owen C.
gro.griffith.authorFrazer, Lorelle
gro.griffith.authorMerrilees, Bill J.


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    Contains papers delivered by Griffith authors at national and international conferences.

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