MCDONALD'S BRAND EXTENSION INTO MCCAFÉ - Tan Chu Jie, Rowena;Lee Hup Kee, Olivia;Ho Zhi-Wei, Shawn
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
Rowena, Hup Kee and Shawn graduated with a degree in Business from Nanyang Technological University in 2010. Currently, Rowena is working as a graduate analyst at Barclays Capital and Hup Kee is now a Management Trainee with NTUC Income. Shawn is also working as a management executive in Singapore Petroleum Company.