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Branding and Franchising: For a Renewal of Contractual Approaches

Author

Listed:
  • Muriel Fadairo

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Joseph Kaswengi

    (VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours)

Abstract

This book presents current research in the area of branding and labeling. It covers a wide range of topics including brands, labels, marketing, econometrics, psychology, finance, health, economics, sociology, information, culture, heritage, retailing, etc. It addresses various areas of research such as consumer behavior in online advertising, franchising, mobile money markets, hospitality industries, packaging transparencies. The present book contributions use quantitative and qualitative methods such as experiments, case studies, questionnaires, mixed and empirical and conceptual approaches. The contributions are respectively presented in accordance with the following themes: consumer behavior and decisions, labelling strategy, brand market trends, branding local brands and theoretical research avenues. (Imprint: Nova)

Suggested Citation

  • Muriel Fadairo & Joseph Kaswengi, 2020. "Branding and Franchising: For a Renewal of Contractual Approaches," Post-Print hal-02887629, HAL.
    • Handle: RePEc:hal:journl:hal-02887629
    as

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