dc.contributor.convenor | Associate Professor Jill Sweeney and Professor Geoff Soutar | |
dc.contributor.author | Wright, Owen | |
dc.contributor.author | Frazer, Lorelle | |
dc.contributor.author | Merrilees, Bill | |
dc.contributor.editor | Dr Sharon Purchase | |
dc.date.accessioned | 2018-03-27T04:45:38Z | |
dc.date.available | 2018-03-27T04:45:38Z | |
dc.date.issued | 2005 | |
dc.date.modified | 2009-01-29T06:03:26Z | |
dc.identifier.refuri | http://anzmac2005.conf.uwa.edu.au | |
dc.identifier.uri | http://hdl.handle.net/10072/2884 | |
dc.description.abstract | This 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.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.format.extent | 130321 bytes | |
dc.format.mimetype | application/pdf | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | School of Business, University of Western Australia | |
dc.publisher.place | Perth | |
dc.publisher.uri | https://anzmac.wildapricot.org/ | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofconferencename | ANZMAC 2005 | |
dc.relation.ispartofconferencetitle | ANZMAC 2005 Conference Proceedings | |
dc.relation.ispartofdatefrom | 2005-12-05 | |
dc.relation.ispartofdateto | 2005-12-07 | |
dc.relation.ispartoflocation | Fremantle | |
dc.rights.retention | Y | |
dc.subject.fieldofresearchcode | 350204 | |
dc.title | McCafe...Sub-Brand, Para-Sub-Brand Or Co-Brand? | |
dc.type | Conference output | |
dc.type.description | E1 - Conferences | |
dc.type.code | E - Conference Publications | |
gro.faculty | Griffith 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.issued | 2005 | |
gro.hasfulltext | Full Text | |
gro.griffith.author | Wright, Owen C. | |
gro.griffith.author | Frazer, Lorelle | |
gro.griffith.author | Merrilees, Bill J. | |