haku: @indexterm Perception / yhteensä: 272
viite: 40 / 272
| Tekijä: | Guillet, B.D. Tasci, A.D.A. |
| Otsikko: | An exploratory study of multi-cultural views on the Disney-McDonald's alliance |
| Lehti: | Journal of Travel & Tourism Marketing
2010 : JAN/FEB, VOL. 27:1, p. 82-95 |
| Asiasana: | marketing brands companies alliances culture consumers perception international |
| Kieli: | eng |
| Tiivistelmä: | In this article, examined are the effects of co-branding on the brand equity of partner brands and the resultant co-brand (brand alliance), using the Disney-McDonald's alliance as a real life example. The issue is explored from the perspectives of different cultures and geographies by surveying Asia-Pacific, Chinese, and Western consumers. It is found that co-branding is not always a win-win strategy for all partners in spite of how powerful each brand is separately. Furthermore, it is also shown that respondents' attitudes toward individual brands also affect their attitudes toward the co-brand. However, these attitudes vary from one market to another. |
SCIMA