Examining the role of franchisee normative expectations in relationship evaluation

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Grace, Debra
Weaven, Scott
Frazer, Lorelle
Giddings, Jeff
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2013
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Abstract

Research has largely assumed franchisee satisfaction to be at the micro-level, yet individuals are often 'sold' on the idea of franchising (as a business model) long before they are "sold" on an individual franchisor (brand). The findings of survey data collected from 339 Australian franchisees significantly enrich our understanding of how franchisee macro-level expectations (i.e., normative) influence micro-level evaluations and subsequent outcomes (i.e., at the franchisor performance level). Furthermore, this research provides valuable insight for practice and serves as a solid foundation for future research in this important area.

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Journal of Retailing
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Marketing
Marketing management (incl. strategy and customer relations)
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