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dc.contributor.authorWright, Owenen_US
dc.contributor.editorRichard Fletcher and David Lowen_US
dc.date.accessioned2017-05-03T11:25:39Z
dc.date.available2017-05-03T11:25:39Z
dc.date.issued2008en_US
dc.date.modified2011-05-06T06:44:49Z
dc.identifier.refurihttp://www.anzmac2008.org/_Proceedings/Index.htmlen_AU
dc.identifier.urihttp://hdl.handle.net/10072/23175
dc.description.abstractRetail co-branding is an increasingly popular form of growth in a maturing Australian business format franchising sector. This paper presents a study of franchised retail co-branding arrangements utilising a grounded theoretic approach building on previous case study research. Co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this phenomenon. The research reveals that the motivations for the development of internal co-brands into existing franchises include alignment of a suitable brand with existing retail formats and risk-averse behaviour. This research shows that co-brands are successfully created internally when franchisors are willing to modify the culture and concept of the original franchise brand in order to achieve further system growth.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent156367 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherANZMACen_US
dc.publisher.placeOnlineen_US
dc.publisher.urihttp://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.htmlen_AU
dc.relation.ispartofstudentpublicationYen_AU
dc.relation.ispartofconferencenameANZMAC 2008en_US
dc.relation.ispartofconferencetitleANZMAC 2008 (Proceedings of the Australian & New Zealand Marketing Academy Conference)en_US
dc.relation.ispartofdatefrom2008-12-01en_US
dc.relation.ispartofdateto2008-12-03en_US
dc.relation.ispartoflocationSydney Olympic Parken_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcodeE1en_US
dc.titleA grounded theoretical analysis of Australian retail franchised co-brandingen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright remains with the authors 2008. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.en_AU
gro.date.issued2008
gro.hasfulltextFull Text


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  • Conference outputs
    Contains papers delivered by Griffith authors at national and international conferences.

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