Co-branding in the restaurant industry refers to the marketing strategy that involves the pairing of two or more brands under one roof (Khan, 1991). This strategy has become especially popular in quick service restaurants. The purpose of this study is to examine the trends in co-branding, especially when one brand is linked with another brand through a marketing strategy. Of primary interest is whether co-branding and multi-concept strategies are significant issues in the restaurant industry.
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Hahm et al. (2001) studied this question.
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