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dc.contributor.authorMerrilees, Bill
dc.contributor.authorFrazer, Lorelle
dc.date.accessioned2017-05-03T13:59:54Z
dc.date.available2017-05-03T13:59:54Z
dc.date.issued2013
dc.date.modified2013-11-19T04:14:22Z
dc.identifier.issn01482963
dc.identifier.doi10.1016/j.jbusres.2012.07.008
dc.identifier.urihttp://hdl.handle.net/10072/54339
dc.description.abstractFranchising and branding are almost interchangeable as concepts, yet a dearth of academic branding research in the franchising sector prevails. The aim of the study is to understand why franchisees vary in attitude toward the franchisor brand. A further aim is to give guidance to franchisors on how they can achieve greater franchisee brand buy-in. A conceptual model provides a foundation to the study. The main dependent variable is the level of positive attitudes of the franchisee toward the franchisor brand. The independent variables draw upon the internal branding literature and include brand commitment and culture. Transformational leadership moderates the model. The results show that brand commitment and marketing support for the brand are the two main influences on getting franchisee support for the franchisor brand. However, transformational leaders have a different pattern of getting franchisee buy-in, with greater reliance on culture and facilitating brand commitment.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherElsevier
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom158
dc.relation.ispartofpageto164
dc.relation.ispartofissue2
dc.relation.ispartofjournalJournal of Business Research
dc.relation.ispartofvolume66
dc.rights.retentionY
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode1505
dc.titleInternal branding: Franchisor leadership as a critical determinant
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.date.issued2013
gro.hasfulltextNo Full Text
gro.griffith.authorFrazer, Lorelle
gro.griffith.authorMerrilees, Bill J.


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