RT info:eu-repo/semantics/article
T1 Effects of brand-related and market signals on franchisees’ entrepreneurial decisions: a multi-country panel data analysis
A1 Calderón Monge, Esther
A1 Huerta Zavala, Pilar Angélica
A1 Ayup González, Jannett
K1 Franchisee
K1 Entrepreneurship
K1 Signalling theory
K1 Brand quality
K1 Institutional quality
K1 Multi-country
K1 Gestión de empresas
K1 Industrial management
K1 Comercio
K1 Commerce
AB 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.
PB Springer
SN 1554-7191
YR 2019
FD 2019-06
LK http://hdl.handle.net/10259/6831
UL http://hdl.handle.net/10259/6831
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 23-nov-2024