TY  - JOUR 
AU  - Calderón Monge, Esther
AU  - Huerta Zavala, Pilar Angélica
PY  - 2015
SN  - 1049-6491
UR  - https://hdl.handle.net/10259/11046
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....
LA  - eng
PB  - Routledge
KW  - Brand
KW  - Entrepreneurship,
KW  - Franchisee
KW  - GMM
KW  - Signaling theory
KW  - Marcas (Marketing)
KW  - Branding (Marketing)
TI  - Brand and Price: Key Signals when Opening a Franchise Outlet
DO  - 10.1080/10496491.2015.1050946
T2  - Journal of Promotion Management
VL  - 21
M2  - 416
ER  -