The Issue of Brand Uniformity in Franchising
Odile Streed
Additional contact information
Odile Streed: 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
Post-Print from HAL
Abstract:
Developed on a model of standardization, and uniformity, business-format franchises are likely to experience growing individualization of demand, from franchisees and final customers. Therefore franchisors may need to evaluate localization, adaptation and mass-customization alternatives in order to satisfy both global and domestic franchisees and customers. However, changes to the business model could jeopardize their brand integrity and ultimately reduce brand equity. Although we do not know whether localization, adaptation or customization will result in higher brand equity, we can assume that it will result in increased brand loyalty, customer satisfaction, and employee satisfaction. The purpose of this paper is to review the existing literature on the topic and to build some groundwork for future research. The key question will be to determine which level of localization and/or customization could be beneficial to both employees and customers and which components of the brand could be safely customized while preserving the integrity of the brand.
Keywords: Brand; mass-customization; localization; standardization; uniformit; fast food (search for similar items in EconPapers)
Date: 2007-02-24
References: Add references at CitEc
Citations:
Published in Feb 2007, 24 p
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00151054
Access Statistics for this paper
More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().