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A microfranchise requires investment of up to R$ 50 mil. There are currently 336 franchise chains operating in \udthis format in Brazil. The importance of this type of business is justified by lower income classes’ increased \udpurchasing power. However, it is a franchise model that has not been extensively studied. The purpose of this \udarticle is to identify whether there are differences between conventional franchises and microfranchises related to \udvalue perception and structural elements of the franchise system. This means assessing whether conventional \udfranchises differ from microfranchises in regards to franchisees’ perception of support value and perceived brand \udvalue. We analyzed 1090 conventional chains and chains which operated through microfranchising using data \udpublished during the period 2007-2012. Additionally, we performed three case studies with microfranchisees. \udOLS regression showed that there are differences in the perception of franchise brand value and but not in the \udperception of support to the franchisee

Percepções de valor e elementos estruturantes das microfranquias