Franchise Affiliation and Brokerage Firm Selection: A Perceptual Investigation

Theron R. Nelson () and Susan Logan Nelson ()
Additional contact information
Theron R. Nelson: Department of Finance College of Business and Public Administration University of North Dakota Grand Forks, North Dakota 58202, http://bpa.und.nodak.edu/
Susan Logan Nelson: Department of Marketing College of Business and Public Administration University of North Dakota Grand Forks, North Dakota 58202, http://bpa.und.nodak.edu/

Journal of Real Estate Research, 1988, vol. 3, issue 2, 87-107

Abstract: This study uses direct consumer perceptual information to investigate the broker selection process and the role that national franchise affiliation plays in this process. Multidimensional scaling is used to generate the housing consumers' perceptual space that represents their firm ranking process. The two major dimensions of this perceptual space are labeled the high touch and high tech dimensions based on a factor analysis of brokerage firm selection criteria. Of these, the latter is directly related to preference, although the former is generally rated as slightly more important by consumers. Even though the specific criterion "affiliation with a nationally known firm" is not rated as highly important, four of the five top ranked brokerage firms are franchise affiliates.

JEL-codes: L85 (search for similar items in EconPapers)
Date: 1988
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Citations: View citations in EconPapers (4)

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