Case study of Mcdonald's brand extension into McCafe in Singapore.

• المؤلفون الرئيسيون: Tan, Chu Jie., Lee, Hup Kee., Ho, Shawn Zhi Wei.
• مؤلفون آخرون: Benjamin Kartono
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2010
• الموضوعات: DRNTU::Business::Industries and labor
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/35477
• المؤسسة: Nanyang Technological University

Brand extension has always been a popular marketing strategy for companies around the world. 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 pare...