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oai:riubu.ubu.es:10259/110462025-12-18T01:05:22Zcom_10259_9622com_10259_5086com_10259_2604col_10259_9623

Brand and Price: Key Signals when Opening a Franchise Outlet Calderón Monge, Esther Huerta Zavala, Pilar Angélica Brand Entrepreneurship, Franchisee GMM Signaling theory Marcas (Marketing) Branding (Marketing) 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. 2025-11-11T12:44:53Z 2025-11-11T12:44:53Z 2015-08 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion 1049-6491 https://hdl.handle.net/10259/11046 10.1080/10496491.2015.1050946 1540-7594 eng Journal of Promotion Management. 2018, V. 21, n. 4, p. 416-431 https://doi.org/10.1080/10496491.2015.1050946 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess application/pdf Routledge