Managing the franchised brand: the franchisees' perspective

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...

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Bibliographic Details
Main Authors: Pitt, L., Napoli, Julie, Van Der Merwe, Rian
Format: Journal Article
Published: Palgrave Macmillan 2003
Online Access:http://hdl.handle.net/20.500.11937/21805

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