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Brazilian microfranchising chains: entrepreneurs' backgrounds and perceptions of brands and support

Author

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  • Pedro Lucas De Resende Melo
  • Julio Araujo Carneiro-da-Cunha
  • Felipe Mendes Borini

Abstract

The article aims to analyse how microfranchisees backgrounds influence their perceptions of franchisors' support and the brand. Based on the theory of entrepreneurship and the elements of franchise support and brand, we conducted a qualitative field study utilising the case study method with six Brazilian microfranchisees. Results suggest both the influence of the 'honeymoon period' on perceptions of brands and support and the absence of competencies required to manage a business. The main contribution of this research is positing the relevance and importance of the 'honeymoon period' in microfranchisees' choices and performance.

Suggested Citation

  • Pedro Lucas De Resende Melo & Julio Araujo Carneiro-da-Cunha & Felipe Mendes Borini, 2018. "Brazilian microfranchising chains: entrepreneurs' backgrounds and perceptions of brands and support," International Journal of Management and Enterprise Development, Inderscience Enterprises Ltd, vol. 17(1), pages 53-75.
    • Handle: RePEc:ids:ijmede:v:17:y:2018:i:1:p:53-75
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