Franchisees' adoption of omnichannel marketing

Damien Chaney (), Nabil Ghantous (), Fabienne Chameroy (), Sophie Jeanpert and Maryline Schultz ()
Additional contact information
Damien Chaney: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Nabil Ghantous: ISC Paris - Institut Supérieur du Commerce de Paris
Fabienne Chameroy: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Sophie Jeanpert: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université
Maryline Schultz: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: The widespread use of digital technologies and changes in consumer behavior have fueled the development of omnichannel marketing, which has become a widely adopted market standard. However, adopting such strategies within franchise networks remains challenging, as it requires both franchisors and franchisees to embrace omnichannel marketing. Drawing on the Theory of Planned Behavior, this paper investigates the factors driving franchisees' adoption of omnichannel marketing. In-depth interviews with 23 franchisees and 20 franchisor executives and managers reveal that franchisee adoption is determined by a complex interplay of attitudes toward omnichannel marketing, subjective norms, and perceived behavioral control. The findings also emphasize several perceptual gaps between franchisors and franchisees regarding the determinants of franchisee adoptionfor instance, franchisors often overestimate how franchisees perceive omnichannel as a growth driver.

Keywords: Omnichannel marketing; Franchise; Adoption; Theory of planned behavior (search for similar items in EconPapers)
Date: 2025-04-01
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Published in Industrial Marketing Management, 2025, 126, pp.18 - 29. ⟨10.1016/j.indmarman.2025.02.001⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04991660

DOI: 10.1016/j.indmarman.2025.02.001

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