AN EXPLORATORY STUDY OF MULTI‐CULTURAL VIEWS ON THE DISNEY‐MCDONALD'S ALLIANCE The authors would like to thank the School of Hotel and Tourism Management at the Hong Kong Polytechnic University for providing the research funding (1‐ZV79) to conduct this study, and the Hong Kong Tourism Board for providing Hong Kong buttons and stickers as incentives for the respondents. View all notes

摘要

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.View full textDownload full textKeywordsDisney, McDonald's, brand equity, co‐branding, Disney‐McDonald's alliance, consumer perceptionRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10548400903539740