Title

The Case For Cobranding In Restaurants Segments

Keywords

Restaurant cobranding; YUM! Brands

Abstract

A multiple-brand strategy, sometimes called cobranding, confers numerous benefits for chain restaurant companies. Although the strategy has been little used thus far in the restaurant industry, cobranding has been applied in other industries for some time. Combining complementary brands can augment both, in particular by giving customers a wider choice of food in a given location and reducing customers' search costs. © 2005 Cornell University.

Publication Date

2-1-2005

Publication Title

Cornell Hotel and Restaurant Administration Quarterly

Volume

46

Issue

1

Number of Pages

92-95

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1177/0010880404272303

Socpus ID

13244259381 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/13244259381

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