Journal article
McCafe: The McDonald's co-branding experience
Journal of Brand Management, Vol.14(6), pp.442-457
2007
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 inhibitions associated with this successful co-branding initiative. A theoretical model of franchise co-branding has been formulated representing a complex structure of motivational and inhibiting facets that are intrinsically linked and appear to work synergistically to achieve a far more complex co-branded arrangement.
Details
- Title
- McCafe: The McDonald's co-branding experience
- Authors
- Owen Wright (Author) - Griffith UniversityLorelle Frazer (Author) - Griffith UniversityBill Merrilees (Author) - Griffith University
- Publication details
- Journal of Brand Management, Vol.14(6), pp.442-457
- Publisher
- Palgrave MacMillan Ltd.
- Date published
- 2007
- DOI
- 10.1057/palgrave.bm.2550088
- ISSN
- 1350-231X; 1350-231X
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99451437202621
- Output Type
- Journal article
Metrics
647 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Collaboration types
- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Business
- Management
UN Sustainable Development Goals (SDGs)
This output has contributed to the advancement of the following goals:
Source: InCites