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Franchisee-based brand equity and performance

Author

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  • J. Augusto Felício
  • Margarida Duarte
  • Vítor Caldeirinha
  • Ricardo Rodrigues

Abstract

This study focuses on the perceptions of franchisees and analyzes the influence of brand equity on franchisee performance. The factors that constitute brand equity are also assessed. Factor analysis was used to generate valid and reliable scales based on a sample of 205 Portuguese franchisee firms, and structural equation modeling methodology was then employed in the analysis. The results show franchisee-based brand equity (FBBE) to be a multivariate factor with strong influence on performance. This study contributes significantly to the literature by showing the perspective of franchisees toward franchising. It also has implications on the adequacy of corporate strategy in achieving performance.

Suggested Citation

  • J. Augusto Felício & Margarida Duarte & Vítor Caldeirinha & Ricardo Rodrigues, 2014. "Franchisee-based brand equity and performance," The Service Industries Journal, Taylor & Francis Journals, vol. 34(9-10), pages 757-771, July.
    • Handle: RePEc:taf:servic:v:34:y:2014:i:9-10:p:757-771
    DOI: 10.1080/02642069.2014.905922
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    Cited by:

    1. Martin Owusu Ansah & Nicholas Addai-Boamah & Abeeku Bylon Bamfo & Lucy Afeafa Ry-Kottoh, 2022. "Organizational ambidexterity and financial performance in the banking industry: evidence from a developing economy," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 27(3), pages 250-263, September.
    2. Eunkyung Lee & Ji-Hern Kim & Chang Seop Rhee, 2021. "Effects of Marketing Decisions on Brand Equity and Franchise Performance," Sustainability, MDPI, vol. 13(6), pages 1-15, March.

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