Developing brand champions: A franchisee perspective

Volume: 29, Issue: 11-12, Pages: 1308 - 1336
Published: Aug 1, 2013
Abstract
The establishment of a compelling brand lies at the heart of a franchise network’s success. To maintain brand integrity, franchisors rely on franchisees to deliver the brand promise consistently. However, franchisee behaviour is sometimes difficult to manage, impacting negatively on the franchise brand. In adopting an internal brand management theoretical lens, this study provides new insight into the development of franchisees as brand...
Paper Details
Title
Developing brand champions: A franchisee perspective
Published Date
Aug 1, 2013
Volume
29
Issue
11-12
Pages
1308 - 1336
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