RT info:eu-repo/semantics/article
T1 Brand and Price: Key Signals when Opening a Franchise Outlet
A1 Calderón Monge, Esther
A1 Huerta Zavala, Pilar Angélica
K1 Brand
K1 Entrepreneurship,
K1 Franchisee
K1 GMM
K1 Signaling theory
K1 Marcas (Marketing)
K1 Branding (Marketing)
AB This article focuses on the choice of franchise by a potential fran-chisee, opening an outlet for the first time. The aim is to analyze therelationship between two signals—brand equity and price—sentby the franchisor, and the choice of franchise. Signaling theoryprovides the method to analyze this relationship. Using data panelmethodology, we conclude that brand equity, up-front franchisefees, and initial investment are the signals taken into account bySpanish franchisees when starting up franchise stores between 2002and 2008.
PB Routledge
SN 1049-6491
YR 2015
FD 2015-08
LK https://hdl.handle.net/10259/11046
UL https://hdl.handle.net/10259/11046
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 12-may-2026