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  • Product Description

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.

Product Specifications
SKU :COC10324
AuthorRowena Tan Chu Jie,Olivia Lee Hup Kee and Shawn Ho Zhi-Wei
Number of Pages56
Publishing Year12/23/2010
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-23 00:00:00
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