Managing the franchised brand: the franchisees' perspective
With the growing recognition that brands are valuable assets to organisations, scholarly research has increasingly focused on the critical dimensions of managing brand equity. Such issues have not, however, previously been examined in the context of franchise organisations. This study draws on Kelle...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Palgrave Macmillan
2003
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| Online Access: | http://hdl.handle.net/20.500.11937/21805 |
| _version_ | 1848750692717559808 |
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| author | Pitt, L. Napoli, Julie Van Der Merwe, Rian |
| author_facet | Pitt, L. Napoli, Julie Van Der Merwe, Rian |
| author_sort | Pitt, L. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | With the growing recognition that brands are valuable assets to organisations, scholarly research has increasingly focused on the critical dimensions of managing brand equity. Such issues have not, however, previously been examined in the context of franchise organisations. This study draws on Keller's brand report card to produce a simple, yet powerful instrument to measure and evaluate the brand management practices within a franchising situation. Two underlying dimensions, labelled internal and external factors of brand management, were identified, with the former being a significant predictor of franchise performance. Prescriptions on the management of brands in a franchise environment are offered, limitations noted and opportunities for further research identified. |
| first_indexed | 2025-11-14T07:40:53Z |
| format | Journal Article |
| id | curtin-20.500.11937-21805 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:40:53Z |
| publishDate | 2003 |
| publisher | Palgrave Macmillan |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-218052017-09-13T15:59:26Z Managing the franchised brand: the franchisees' perspective Pitt, L. Napoli, Julie Van Der Merwe, Rian With the growing recognition that brands are valuable assets to organisations, scholarly research has increasingly focused on the critical dimensions of managing brand equity. Such issues have not, however, previously been examined in the context of franchise organisations. This study draws on Keller's brand report card to produce a simple, yet powerful instrument to measure and evaluate the brand management practices within a franchising situation. Two underlying dimensions, labelled internal and external factors of brand management, were identified, with the former being a significant predictor of franchise performance. Prescriptions on the management of brands in a franchise environment are offered, limitations noted and opportunities for further research identified. 2003 Journal Article http://hdl.handle.net/20.500.11937/21805 10.1057/palgrave.bm.2540138 Palgrave Macmillan restricted |
| spellingShingle | Pitt, L. Napoli, Julie Van Der Merwe, Rian Managing the franchised brand: the franchisees' perspective |
| title | Managing the franchised brand: the franchisees' perspective |
| title_full | Managing the franchised brand: the franchisees' perspective |
| title_fullStr | Managing the franchised brand: the franchisees' perspective |
| title_full_unstemmed | Managing the franchised brand: the franchisees' perspective |
| title_short | Managing the franchised brand: the franchisees' perspective |
| title_sort | managing the franchised brand: the franchisees' perspective |
| url | http://hdl.handle.net/20.500.11937/21805 |