Open AccessMultifaceted relational forms in franchise organizations: The role of the franchisor brand
Author(s) -
Ferry Jaolis
Publication year - 2018
Publication title -
petra international journal of business studies
Language(s) - English
Resource type - Journals
ISSN - 2621-6426
DOI - 10.9744/ijbs.1.1.23-34
Subject(s) - franchise , business , construct (python library) , marketing , brand management , service (business) , stakeholder , advertising , public relations , computer science , political science , programming language
The current study introduces the brand into the traditional franchisor-franchisee dyadic framework and substantiates its impact on franchisee attitudes and behaviors. A qualitative exploration revealed that franchisees use the brand to construct their identity and enjoy hedonic pleasures from the products and service units. A strong franchisee-brand bond further alleviated the tension in the relationship with the franchisors. Franchisees also enjoy rewarding relationships with various stakeholder groups with the brand at the center of the relationships. We introduce a novel relationship framework that paves many avenues for future research.