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dc.contributor.convenorCheryl R Babcocken_AU
dc.contributor.authorWright, Owenen_US
dc.contributor.authorFrazer, Lorelleen_US
dc.contributor.editorMark Grunhagenen_US
dc.date.accessioned2017-05-03T11:25:40Z
dc.date.available2017-05-03T11:25:40Z
dc.date.issued2009en_US
dc.date.modified2010-09-06T07:29:55Z
dc.identifier.refurihttp://www.huizenga.nova.edu/ExecEd/ISOF/default.cfmen_AU
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent113018 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherH. Wayne Huizenga School of Business and Entrepreneurshipen_US
dc.publisher.placeFloridaen_US
dc.publisher.urihttp://www.huizenga.nova.edu/ExecEd/ISOF/Conferences.cfm?Y=2009en_AU
dc.relation.ispartofstudentpublicationYen_AU
dc.relation.ispartofconferencename23rd International Society of Franchising Conferenceen_US
dc.relation.ispartofconferencetitle2009 International Society of Francising 23rd Annual Conference Proceedingsen_US
dc.relation.ispartofdatefrom2009-02-12en_US
dc.relation.ispartofdateto2009-02-14en_US
dc.relation.ispartoflocationSan Diegoen_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleRetail Franchisors Reap Superior Benefits Through Internal 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 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.en_AU
gro.date.issued2009
gro.hasfulltextFull Text


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

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