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dc.contributor.authorWright, Owenen_US
dc.contributor.authorFrazer, Lorelleen_US
dc.contributor.editorRichard Vareyen_US
dc.date.accessioned2017-05-03T12:00:29Z
dc.date.available2017-05-03T12:00:29Z
dc.date.issued2007en_US
dc.date.modified2008-02-14T23:12:00Z
dc.identifier.issn14413582en_US
dc.identifier.urihttp://hdl.handle.net/10072/16985
dc.description.abstractRetail co-branding is an increasingly popular form of growth in a maturing Australian franchising sector. This paper presents an exploratory study of franchised retail co-branding arrangements utilising a case study approach. The existing literature, which has previously focused on product-specific co-branding, is extended. Traditional co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this new phenomenon. The research reveals that the motivations for introducing co-brands into existing franchises include alignment of a suitable brand with existing retail formats, risk aversion by the franchisor to the use of externally owned brands, reinvigorating the brands, and stimulating sales growth for specific outlets. The research contributes to two areas of literature. Firstly, the findings reveal that co-brands can be successfully created internally. Secondly, franchisors are willing to sacrifice the culture and concept of the original franchise brand in order to achieve system growth.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherWaikato Management School, Waikato Universityen_US
dc.publisher.placeHamilton, New Zealanden_US
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofpagefrom68en_US
dc.relation.ispartofpageto80en_US
dc.relation.ispartofissue2en_US
dc.relation.ispartofjournalAustralasian Marketing Journalen_US
dc.relation.ispartofvolume15en_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleA multiple Case of Franchised Co-brandingen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2007
gro.hasfulltextNo Full Text


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