Journal Title
Title of Journal: J of the Acad Mark Sci
|
Abbravation: Journal of the Academy of Marketing Science
|
|
|
|
|
|
|
|
Authors: Rajiv P Dant Scott K Weaven Brent L Baker Hyo Jin Jean Jeon
Publish Date: 2011/06/21
Volume: 41, Issue: 4, Pages: 473-496
Abstract
Multiunit franchisees MUFees ie franchisees that operate more than one outlet within a franchise system represent a pervasive and even dominant form of franchise ownership in many sectors However much of the franchising literature has been developed with a focus on singleunit franchisees SUFees The goals of this article are to introspectively compare MUFees and SUFees in terms of 1 the factors franchisees consider important when initially buying a franchise 2 how these considerations change when SUFees become MUFees and 3 how SUFees and MUFees characterize their relationships with their franchisors in terms of relational constructs Our data reveal significant differences between these two groups in terms of purchase motivations as well as relational sentiments Importantly franchisor preferences for multiunit franchising notwithstanding it is the SUFees that characterize their dyadic relationships with their franchisors as more relational as compared to their MUFees counterparts
Keywords:
.
|
Other Papers In This Journal:
|