... of information cues. Both intrinsic attributes (e.g., thirst‐quenching, taste) and extrinsic attributes (e.g., perceived price, brand awareness) help consumers made decisions. The package of attributes offered by the brand constitutes its market position, in relation to other brands. Brands with similar bundles...

... to the traditional stand‐alone on‐site production approach. Implications for future developments are discussed. © MCB UP Limited 1998 Fast‐food restaurants Franchising Innovation Market position Retailing Test marketing Dunkin’ Donuts is a wholly owned subsidiary of Allied Domecq plc which...