Who wants to be a franchisee? Explaining individual intentions to become franchisees

Evelien Croonen (), Hans van Der Bij, Rozenn Perrigot (), Assaad El Akremi and Olivier Herrbach
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Evelien Croonen: University of Groningen [Groningen]
Hans van Der Bij: University of Groningen [Groningen]
Rozenn Perrigot: UR - Université de Rennes, CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Assaad El Akremi: UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse
Olivier Herrbach: UB - Université de Bordeaux, IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: An important challenge for franchisors is to find individuals with strong intentions to become franchisees that they can actively support in this ambition. We contribute to franchising research by developing and testing a model to explain individual intentions to become franchisees as a specific type of entrepreneurial intention (EI). We combine Achievement Motivation Theory (AMT) with the Theory of Planned Behaviour (TPB) to propose inverted U-shaped associations between individual motivations (i.e. need for achievement and risk-taking propensity), their cognitive assessments of franchising (i.e. attitude towards franchising and perceived behavioural control), and their EI regarding franchising. Our survey of 666 individuals demonstrates that need for achievement impacts attitude towards franchising and perceived behavioural control regarding franchising following respectively inverted U-shaped and declining positive relationships, and they partly mediate the relationships between need for achievement and EI regarding franchising. We find a negative linear association with attitude towards franchising.

Keywords: franchising; theory of planned behaviour; achievement motivation theory; entrepreneurial intentions (search for similar items in EconPapers)
Date: 2022-02
New Economics Papers: this item is included in nep-isf
Note: View the original document on HAL open archive server: https://hal.science/hal-03281669v2
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Published in International Small Business Journal, 2022, 40 (1), pp.90-112. ⟨10.1177/02662426211013669⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03281669

DOI: 10.1177/02662426211013669

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