Cristina Babcsanyi, Anka Pascariu, Daniela Draghicescu, Carmen Dumitrescu, Iasmina Iosim


Co-branding can be a successful marketing strategy in both consumer product industry and in hospitality industry and, in the latter, in both accommodation and catering. Co-branding has both advantages and disadvantages (for customers and companies), but literature shows that advantages are far more numerous than disadvantages. One of the companies that co-branded successfully is McDonald’s. Its success is due to brand characteristics (in all co-branding cases McDonald’s outperformed its co-branders), to brand relational characteristics, and to consumer-related characteristics. This paper shows that McDonald’s has been most successful in Romania, where it has co-branded mainly with shopping malls, in the most important cities and towns where the purchase power of the population is medium to high, and with high-quality product and service suppliers. Despite the blaspheme of sociologists, the process of “McDonaldisation” has proved beneficial for Romania.


co-branding; communication; McDonald’s; hospitality industry; Romania

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Copyright (c) 2023 Cristina Babcsanyi, Anka Pascariu, Daniela Draghicescu, Carmen Dumitrescu, Iasmina Iosim

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ISSN print 1453-1410
ISSN online 2069-2307
(former ISSN 1453-1410, E-ISSN 2069-2307)

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Banat`s University of Agricultural Sciences and Veterinary Medicine “King Michael I of Romania” from Timisoara
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