2026-04-21T06:46:45Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/68312025-11-11T10:00:48Zcom_10259_4596com_10259.4_2574com_10259.4_106com_10259_2604com_10259_9622com_10259_5086col_10259_4597col_10259_9623

00925njm 22002777a 4500 dc Calderón Monge, Esther author Huerta Zavala, Pilar Angélica author Ayup González, Jannett author 2019-06 This paper analyses the influence of market and brand-related signals on franchisees’ decisions when choosing a franchise brand with which to open an outlet for the first time. Panel data methodology was used to analyse a sample of 1277 chains operating in Spain, Mexico and Peru between 2004 and 2013. The results show that market signals prevail over brand-related signals. Within brand-related signals, franchisees first seek information relating to the brand’s sector and then seek information relating to the brand’s value. Franchisors should match the content of the signals they send to the market to the true characteristics of the franchise. Franchisors should also endeavour to ensure the country where they operate has general and franchise-specific legislation that fosters business activity by both franchisor and franchisee. The use of institutional quality as a signal in a multi-country study represents a significant contribution to the literature on franchising. 1554-7191 http://hdl.handle.net/10259/6831 10.1007/s11365-018-0495-6 1555-1938 Franchisee Entrepreneurship Signalling theory Brand quality Institutional quality Multi-country Effects of brand-related and market signals on franchisees’ entrepreneurial decisions: a multi-country panel data analysis