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عنوان فارسی مقاله:
رزونانس برند در روابط حق امتیاز انحصاری: چشم انداز مبتنی بر حق امتیاز انحصاری
عنوان انگلیسی مقاله:
Brand resonance in franchising relationships: A franchisee-based perspective
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Background
2.1. Franchising Franchising is a business format wherein a firm (i.e., the franchisee) enters a long-term contractual agreement with another firm (i.e., the franchisor) in order to market products or services under brand names and business practices idiosyncratic to the franchisor in return for a share of revenue, royalties, and/or fees (Combs, Michael, & Castrogiovanni, 2004). In product trade-name franchising (e.g., automobile dealerships), franchisees function as authorized dealers of branded merchandise with specific territorial assignments and monetary obligations to franchisors based on gross margins (Dant et al., 2011). In contrast, in business format franchising (e.g., fast-food restaurants), franchisees perform business functions in strict adherence with operating instructions stipulated by franchisors and pay various royalties and fees in return (Dant et al., 2011). Since the advent of its modern form in the United States in the 1850s, franchising has developed into a significant form of business in the global retail landscape (Dant et al., 2011). In 2015, the franchising sector is expected to contribute approximately $521 billion or about 3% of the United States Gross Domestic Product (GDP) in nominal dollars (IFA, 2015a) and represents one of the fastest growing forms of retailing worldwide (Dant, 2008). Despite the economic importance of franchising, there is a dearth of research on franchisees' relationships with the franchised brand, which franchisors develop to attract franchisees, differentiate their opportunity, compete better, and facilitate growth (Nyadzayo et al., 2011; Zachary, McKenny, Short, Davis, & Wu, 2011). In addition to developing their corporate brand targeted at a broad audience (e.g., customers, investors, and other stakeholders), franchisors develop their franchising brand specifically targeted at current and potential franchisees (Zachary et al., 2011). Therefore, to recruit franchisees and compete better with other opportunities, franchisors need to develop strong franchising brands that are perceived as unique and attractive by their intended target market (Zachary et al., 2011). Although the responsibility for managing a franchisor's brand rests with both franchisors and franchisees (Pitt et al., 2003), the successful orchestration and implementation of branding activities depends considerably on the extent to which the franchised brand develops resonance among franchisees (Zachary et al., 2011).
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کلمات کلیدی:
Brand resonance in franchising relationships: A ... - Science Direct www.sciencedirect.com/science/article/pii/S0148296316304386 by V Badrinarayanan - 2016 - Cited by 2 - Related articles Brand resonance refers to the nature of heightened brand-centric relationships and is characterized by intense psychological attachment with a brand as well as active, volitional behavior directed toward the brand's benefit. Brand resonance in franchising relationships: A ... - ResearchGate https://www.researchgate.net/.../305826210_Brand_resonance_in_franchising_relationsh... The formation of brand-centric relationships between franchisors and franchisees is of utmost importance to the success of franchising endeavors. Brand ... Brand resonance in franchising relationships : a franchisee-based ... https://www.econbiz.de/.../brand-resonance-in-franchising...a-franchisee.../1001155379... Brand resonance in franchising relationships : a franchisee-based perspective. Vishag Badrinarayanan, Taewon Suh, Kyung-Min Kim ... Brand resonance in franchising relationships: A franchisee-based ... unibazaar.ir/.../brand-resonance-in-franchising-relationships-a-fran... Translate this page Jul 19, 2016 - Abstract The formation of brand-centric relationships between franchisors and franchisees is of utmost importance to the success of franchising ... 10.1016_j.jbusres.2016.06.005-Brand-resonance-in-franchising ... s6.picofile.com/.../10_1016_j_jbusres_2016_06_005_Brand_reson... - Translate this page Sep 2, 2016 - نام فایل. 10.1016_j.jbusres.2016.06.005-Brand-resonance-in-franchising-relationships-A-franchisee-based-perspective.pdf. حجم فایل, 636 KB. Brand Resonance in Franchising Relationships: Strategic Management https://myassignmenthelp.com/.../brand-resonance-in-franchising-relationships-strateg... The feedback can be derived from the customers in different nations based on the perception of the brand. Surveys and questionnaires may be generated in ... [PDF]Conceptualizing Franchisee-based Brand Equity A Framework of the ... www.ccsenet.org/journal/index.php/ibr/article/viewFile/23520/15258 by N Ghantous - 2012 - Cited by 13 - Related articles Dec 31, 2012 - This paper addresses the value added by the brand to the franchise ... the concept of brand equity to franchising and propose a theoretical ...
