Title
MCDONALD'S BRAND EXTENSION INTO MCCAF: A SINGAPORE CASE STUDY,Used
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This paper is a case study of McDonald's brand extension into the gourmet coffee outlet industry through its McCaf 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 McCaf. Lastly, this study would also be used to assess the suitability of the McCaf brand name and whether it should have been launched under a different name.
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