Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/43241
Title: An exploratory study of multi‐cultural views on the Disney‐Mcdonald's alliance
Authors: Denizci Guillet, B
Tasci, ASLI
Keywords: Disney
Mcdonald's
Brand equity
Co‐branding
Disney‐Mcdonald's alliance
Consumer perception
Issue Date: 2010
Publisher: Taylor & Francis
Source: Journal of travel & tourism marketing, 2010, v. 27, no. 1, p. 82-95 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: This article examines the effects of co‐branding on the brand equity of partner brands and the resultant co‐brand (brand alliance), taking the Disney‐McDonald's alliance as a real life example. The issue is examined from the perspectives of different geographies and cultures by surveying Western, Asia‐Pacific, and Chinese consumers. Findings indicate that co‐branding is not always a win‐win strategy for all partners regardless of how powerful each brand is separately. Results also show that respondents' attitudes toward individual brands also affect their attitudes toward the co‐brand; however, these attitudes vary from one market to another.
URI: http://hdl.handle.net/10397/43241
ISSN: 1054-8408 (print)
1540-7306 (online)
DOI: 10.1080/10548400903539740
Appears in Collections:Journal/Magazine Article

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