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
Copyright Status
Unknown
Socpus ID
13244259381 (Scopus)
Source API URL
https://api.elsevier.com/content/abstract/scopus_id/13244259381
STARS Citation
Muller, Christopher, "The Case For Cobranding In Restaurants Segments" (2005). Scopus Export 2000s. 4136.
https://stars.library.ucf.edu/scopus2000/4136