2026-06-17T23:37:50Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/110462025-12-18T01:05:22Zcom_10259_9622com_10259_5086com_10259_2604col_10259_9623
Repositorio Institucional de la Universidad de Burgos
author
Calderón Monge, Esther
author
Huerta Zavala, Pilar Angélica
2025-11-11T12:44:53Z
2025-11-11T12:44:53Z
2015-08
1049-6491
https://hdl.handle.net/10259/11046
10.1080/10496491.2015.1050946
1540-7594
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.
eng
Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Brand
Entrepreneurship,
Franchisee
GMM
Signaling theory
Brand and Price: Key Signals when Opening a Franchise Outlet
info:eu-repo/semantics/article
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URL
https://riubu.ubu.es/bitstream/10259/11046/5/Calderon-%20jpm__2015.pdf
File
MD5
4326e4c2e2b81676a95c99769c8b0dd8
298731
application/pdf
Calderon- jpm__2015.pdf