MCDONALD'S BRAND EXTENSION INTO MCCAFÉ

MCDONALD'S BRAND EXTENSION INTO MCCAFÉ

A SINGAPORE CASE STUDY

LAP Lambert Academic Publishing ( 23.12.2010 )

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This paper is a case study of McDonald's brand extension into the gourmet coffee outlet industry through its McCafé concept in Singapore. By drawing upon research in areas such as the perceived fit of a parent brand to its extension category, consumers' perceptions on brands and brand naming, this study focuses on a few main objectives. One objective is to assess the level of perceived fit between McDonald's and the gourmet coffee outlet industry. Another is to assess if a more positive perception of McDonald's and a greater perceived fit between McDonald's and the gourmet coffee outlet industry would improve consumers' perceptions towards McCafé. Lastly, this study would also be used to assess the suitability of the McCafé brand name and whether it should have been launched under a different name.

Детали книги:

ISBN-13:

978-3-8433-7822-2

ISBN-10:

3843378223

EAN:

9783843378222

Язык книги:

English

By (author) :

Rowena Tan Chu Jie
Olivia Lee Hup Kee
Shawn Ho Zhi-Wei

Количество страниц:

56

Опубликовано:

23.12.2010

Категория:

Реклама, маркетинг