für 44.10€ kaufen ··· 9783843378222 ··· 10361101512 ··· 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. Hersteller: LAP Lambert Academic Publishing Marke: LAP Lambert Academic Publishing EAN: 9783843378222 Kat: Hardcover/Sozialwissenschaften, Recht, Wirtschaft/Wirtschaft/Werbung, Marketing Lieferzeit: Sofort lieferbar Versandkosten: Ab 20¤ Versandkostenfrei in Deutschland Icon: https://www.inforius-bilder.de/bild/?I=0tsW51Wj%2BkwZwBc9zqXh%2BT8SZRJ43ir5n6gNDrM1pi8%3D Bild:
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