An exploratory study of multi-cultural views on the Disney-McDonald's alliance

Basak Denizci Guillet, Asli D.A. Tasci

Research output: Journal article publicationJournal articleAcademic researchpeer-review

11 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)82-95
Number of pages14
JournalJournal of Travel and Tourism Marketing
Issue number1
Publication statusPublished - 1 Jan 2010


  • Brand equity
  • Co-branding
  • Consumer perception
  • Disney
  • Disney-McDonald's alliance
  • McDonald's

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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