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dc.contributor.convenorAssociate Professor Jill Sweeney and Professor Geoff Soutaren_AU
dc.contributor.authorWright, Owenen_US
dc.contributor.authorFrazer, Lorelleen_US
dc.contributor.authorMerrilees, Billen_US
dc.contributor.editorDr Sharon Purchaseen_US
dc.date.accessioned2017-04-24T08:59:22Z
dc.date.available2017-04-24T08:59:22Z
dc.date.issued2005en_US
dc.date.modified2009-01-29T06:03:26Z
dc.identifier.refurihttp://anzmac2005.conf.uwa.edu.auen_AU
dc.identifier.doihttp://www.anzmac.orgen_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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent130321 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherSchool of Business, University of Western Australiaen_US
dc.publisher.placePerthen_US
dc.publisher.urihttp://smib.vuw.ac.nz:8081/WWW/ANZMAC2005/index.htmlen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofconferencenameANZMAC 2005en_US
dc.relation.ispartofconferencetitleANZMAC 2005 Conference Proceedingsen_US
dc.relation.ispartofdatefrom2005-12-05en_US
dc.relation.ispartofdateto2005-12-07en_US
dc.relation.ispartoflocationFremantleen_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleMcCafe...Sub-Brand, Para-Sub-Brand Or Co-Brand?en_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright remains with the authors 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.en_AU
gro.date.issued2005
gro.hasfulltextFull Text


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

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