McDonald's Brand Extension Into McCafé

By Rowena Tan Chu Jie

This paper is a case study of McDonald's brand extension into the gourmet coffee outlet industry through its McCafe concept in Singapore. By drawing upon research in areas such as the perceived fit of... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 3843378223
• ISBN13: 9783843378222
• Release Date: December 2010
• Publisher: LAP Lambert Academic Publishing
• Length: 56 Pages
• Weight: 0.21 lbs.
• Dimensions: 0.1" x 6.0" x 9.0"