College students and fast food - How students perceive restaurant brands

Cornell Hotel and Restaurant Administration Quarterly

Volumn 41, Issue 3, 2000, Pages 68-74

  Knutson, Bonnie J ^a  

^a MICHIGAN STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0034196038     PISSN: 00108804     EISSN: None     Source Type: Journal    
DOI: 10.1016/S0010-8804(00)80018-X     Document Type: Note

References (36)

1. 1 Tibbett L. Speer, "College Come-ons," American Demographics, March 1998 (on line), «http://www.demographics.com/publications/ad/98_ad/9803_ad/980329.htm» (August 5, 1999).
2. 2 Ibid.
3. 3 Ibid.
4. 4 Marjorie Coeyman, "Do You Know Y?," Business, Vol. 97, No. 6 (March 15, 1998), pp. 38-42.
5. 5 Jacqueline Dulen, "Quality Control," Restaurants & Institutions, No. 109, Vol. 5 (February 15, 1999), pp. 38-52.
6. 6 Dulen, p. 49.
7. 7 Dulen, p. 50.
8. 8 Gregg Cebrzynski, "Burger King Touts the Whopper as 'America's Favorite Burger,'" Nation's Restaurant News, Vol. 3, No. 14 (April 5, 1999), p. 4.
9. 9 Cebrzynski, p. 6.
10. 10 See: Pamela Kasdan, "Food for Thought," American Demographics, Vol. 18, No. 5 (May 1996), p. 19; Christopher C. Muller and Robert H. Woods, "An Expanded Restaurant Typology," Cornell Hotel and Restaurant Administration Quarterly, Vol. 35, No. 3 (June 1994), pp. 30-36; and Christopher C. Muller, "Redefining Value: The Hamburger Price War," Cornell Hotel and Restaurant Administration Quarterly, Vol. 38, No. 3 (June 1997), pp. 62-73.
11. 10 See: Pamela Kasdan, "Food for Thought," American Demographics, Vol. 18, No. 5 (May 1996), p. 19; Christopher C. Muller and Robert H. Woods, "An Expanded Restaurant Typology," Cornell Hotel and Restaurant Administration Quarterly, Vol. 35, No. 3 (June 1994), pp. 30-36; and Christopher C. Muller, "Redefining Value: The Hamburger Price War," Cornell Hotel and Restaurant Administration Quarterly, Vol. 38, No. 3 (June 1997), pp. 62-73.
12. 10 See: Pamela Kasdan, "Food for Thought," American Demographics, Vol. 18, No. 5 (May 1996), p. 19; Christopher C. Muller and Robert H. Woods, "An Expanded Restaurant Typology," Cornell Hotel and Restaurant Administration Quarterly, Vol. 35, No. 3 (June 1994), pp. 30-36; and Christopher C. Muller, "Redefining Value: The Hamburger Price War," Cornell Hotel and Restaurant Administration Quarterly, Vol. 38, No. 3 (June 1997), pp. 62-73.
13. 11 Muller, p. 62.
14. 12 Ibid.
15. 13 Speer, op. cit.
16. 14 Ibid.
17. 15 Ibid.
18. 16 Ibid.
19. 17 "Top 10 Categories by First-half Ad Spending," Advertising Age, 1998 (on line), «http://www.adage.com/dataplace».
20. 18 1999 Restaurant Industry Forecast: Limited Service Outlook (as found on the NRA's website), «http://www.restaurant.org/research/forecase/fc99-04.htm».
21. 19 Paul O'Conner, "Getting the Message," Restaurants & Institutions, Vol. 1109, No. 14 (1999), pp. 105-121.
22. 20 O'Conner, p. 112.
23. 21 O'Conner, p. 111.
24. 22 Ibid.
25. 23 O'Conner, pp. 105-121.
26. 24 Ries and Trout, Positioning: A Battle for Your Mind (McGraw-Hill: New York, 1986).
27. 25 The "UnCola" campaign was launched in 1968; see: Ries and Trout (1986), p. 127.
28. 26 Ries and Trout call this a flanking strategy; see: Al Ries and Jack Trout, Marketing Warfare (New American Library: New York, 1986), pp. 83-100.
29. 27 Wendy's leads McDonald's by only 2.5 points in those two categories, however.
30. 28 Speer, 1998.
31. 29 Diane Crispell and Kathleen Brandenburg, "What's In a Brand?," American Demographics, May 1993 (on line), «http://www.demographics.com/pubhcations/ad/93_ad/9305_ad/ad179.htm» (August 5, 1999).
32. 30 AdweekOnline, 2000: «http://www.adweek.com/daily/February/aw/aw022000-101.asp» (March 1, 2000).
33. 31 Gregg Cebrzynski, "Branding Is a Powerful Tool - and the Latest Marketing Rage," Nation's Restaurant News, Vol. 32, No. 48 (November 30, 1998), p. 16.
34. 32 Ibid.
35. 33 Crispell and Brandenburg.
36. 34 Speer, p. 1.