Skip to main content

McCafe: The McDonald's co-branding experience

Buy Article:

$43.00 plus tax (Refund Policy)


This paper explores the use of co-branding in franchising as a strategy to stimulate and rejuvenate growth in a mature franchising sector. It is proposed that development trends, such as multiple unit franchising, mobile franchising and co-branding, occur because of the sector's need to find new means of expansion beyond the standard model of franchising. The specific phenomenon of co-branding is examined in the form of a case study. The McDonald's/McCafe co-branded arrangement, which evolved in Australia, is analysed to determine the incentives and inhibitions associated with this successful co-branding initiative. A theoretical model of franchise co-branding has been formulated representing a complex structure of motivational and inhibiting facets that are intrinsically linked and appear to work synergistically to achieve a far more complex co-branded arrangement.Journal of Brand Management (2007) 14, 442–457. doi:10.1057/; published online 11 May 2007

Document Type: Research Article


Publication date: 2007-07-11

  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more