کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7425267 1482835 2018 11 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The determinants of franchise brand loyalty in B2B markets: An emerging market perspective
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
The determinants of franchise brand loyalty in B2B markets: An emerging market perspective
چکیده انگلیسی
Brand loyalty remains a salient measure of brand success in business-to-business (B2B) markets, yet the drivers of B2B brand loyalty vary from one context to another. While global franchising is accepted as a major entry mode into emerging markets, limited research has focused on the drivers of franchise brand loyalty in emerging markets. This study advances a nomological network model of the determinants of franchise brand loyalty in an emerging market. The hypotheses were tested from the franchisees' perspective using survey data from Indian franchises. The respondents were selected using stratified random sampling based on geographic location and industry type. The findings indicated that perceived franchisor competence and the level of information sharing play key roles in influencing franchisees' emotional brand attachment and perceived relationship value, which in turn enhance brand loyalty. Theoretical and practical implications as well as future research directions are discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 86, May 2018, Pages 435-445
نویسندگان
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