Case study of Mcdonald's brand extension into McCafe in Singapore.
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...
Main Authors: | Tan, Chu Jie., Lee, Hup Kee., Ho, Shawn Zhi Wei. |
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Other Authors: | Benjamin Kartono |
Format: | Final Year Project (FYP) |
Language: | English |
Published: |
2010
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Subjects: | |
Online Access: | http://hdl.handle.net/10356/35477 |
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