The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image

Munyaradzi W. Nyadzayo, Margaret J. Matanda and Michael T. Ewing

Journal of Business Research, 2015, vol. 68, issue 9, 1886-1894

Abstract: This study examines the impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image (FPBI).

Keywords: Franchisor support; Brand commitment; Brand citizenship behavior; Franchisee-perceived brand image; Franchisee experience; Franchise branding (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:9:p:1886-1894

DOI: 10.1016/j.jbusres.2014.12.008

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