Record Details

MULTIFACETED RELATIONAL FORMS IN FRANCHISE ORGANIZATIONS: THE RELATIONAL ROLES OF THE FRANCHISOR BRAND

Jurnal Manajemen Pemasaran

View Archive Info
 
 
Field Value
 
Title MULTIFACETED RELATIONAL FORMS IN FRANCHISE ORGANIZATIONS: THE RELATIONAL ROLES OF THE FRANCHISOR BRAND
 
Creator Jaolis, Ferry
 
Subject —
Franchisee-brand relationship, franchisee-stakeholder relationship through the brand, consumer-brand relationship, franchisor-franchisee relationship, brand as a relationship partner, brand as a relationship facilitator
 
Description Extant research suggests that consumers use brands to enrich their individual and social lives. By looking at the franchisees beyond the economic rationality perspective, we introduced the brand into the franchise relational analysis and confirmed its impact on their satisfaction and loyalty. Results from the thematic analysis of the qualitative data clearly indicated that the brand supplied franchisees with unique symbolic meanings and hedonic pleasures while aiding them in the development and maintenance of rewarding relationships with multiple stakeholder groups. More importantly, strong franchisee-brand relationship alleviated defects in the franchisor-franchisee relationship. We offered a comprehensive framework of the franchise relationship “package” for future research avenues
 
Publisher Institute of Research and Community Outreach - Petra Christian University
 
Contributor —
 
Date 2018-04-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/20720
10.9744/pemasaran.12.1.33─46
 
Source Jurnal Manajemen Pemasaran; Vol 12, No 1 (2018): APRIL 2018; 33─46
2597-615X
1907-235X
 
Language eng
 
Relation http://jurnalpemasaran.petra.ac.id/index.php/mar/article/view/20720/19413
 
Coverage —
—
—
 
Rights Copyright (c) 2018 Jurnal Manajemen Pemasaran