McDonalds [electronic resource] : customising a universal brand image / Marieke de Mooij.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection: Publisher: London : Henry Stewart Talks, 2019Description: 1 online resource (1 streaming video file (5 min.) : color, sound)Subject(s): McDonald's Corporation | Brand name products | Branding (Marketing) -- Cross-cultural studies | Consumer behavior -- Cross-cultural studiesOnline resources: Click here to access online Summary: This case study explores how McDonald's differentiates its brand and products for consumers from different cultures.
Animated audio-visual presentation with synchronized narration.
Bite-size case study extracted from the talk: Culture and branding.
Title from title frames.
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This case study explores how McDonald's differentiates its brand and products for consumers from different cultures.
Mode of access: World Wide Web.