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dc.contributor.convenorCheryl R Babcock
dc.contributor.authorWright, Owen
dc.contributor.authorFrazer, Lorelle
dc.contributor.editorMark Grunhagen
dc.date.accessioned2017-05-03T11:25:40Z
dc.date.available2017-05-03T11:25:40Z
dc.date.issued2009
dc.date.modified2010-09-06T07:29:55Z
dc.identifier.refurihttp://www.huizenga.nova.edu/ExecEd/ISOF/default.cfm
dc.identifier.urihttp://hdl.handle.net/10072/29262
dc.description.abstractRetail co-branding is an increasingly popular form of growth in mature business format franchises. This paper presents a study of franchised retail co-branding arrangements in Australia 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 system growth.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent113018 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherH. Wayne Huizenga School of Business and Entrepreneurship
dc.publisher.placeFlorida
dc.publisher.urihttps://www.business.nova.edu/
dc.relation.ispartofstudentpublicationY
dc.relation.ispartofconferencename23rd International Society of Franchising Conference
dc.relation.ispartofconferencetitle2009 International Society of Francising 23rd Annual Conference Proceedings
dc.relation.ispartofdatefrom2009-02-12
dc.relation.ispartofdateto2009-02-14
dc.relation.ispartoflocationSan Diego
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchcode150503
dc.titleRetail Franchisors Reap Superior Benefits Through Internal Co-Branding
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© 2009 ISOF. Use hypertext link to access the publisher's website. The attached file is posted here in accordance with the copyright policy of the publisher, for your personal use only. No further distribution permitted.
gro.date.issued2009
gro.hasfulltextFull Text
gro.griffith.authorWright, Owen C.
gro.griffith.authorFrazer, Lorelle


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

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