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Franchisees' adoption of omnichannel marketing

Author

Listed:
  • Damien Chaney

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Nabil Ghantous

    (ISC Paris - Institut Supérieur du Commerce de Paris)

  • Fabienne Chameroy

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Sophie Jeanpert

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

  • Maryline Schultz

    (CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE] - UBE - Université Bourgogne Europe)

Abstract

The widespread use of digital technologies and changes in consumer behavior have fueled the development of omnichannel marketing, which has become a widely adopted market standard. However, adopting such strategies within franchise networks remains challenging, as it requires both franchisors and franchisees to embrace omnichannel marketing. Drawing on the Theory of Planned Behavior, this paper investigates the factors driving franchisees' adoption of omnichannel marketing. In-depth interviews with 23 franchisees and 20 franchisor executives and managers reveal that franchisee adoption is determined by a complex interplay of attitudes toward omnichannel marketing, subjective norms, and perceived behavioral control. The findings also emphasize several perceptual gaps between franchisors and franchisees regarding the determinants of franchisee adoptionfor instance, franchisors often overestimate how franchisees perceive omnichannel as a growth driver.

Suggested Citation

  • Damien Chaney & Nabil Ghantous & Fabienne Chameroy & Sophie Jeanpert & Maryline Schultz, 2025. "Franchisees' adoption of omnichannel marketing," Post-Print hal-04991660, HAL.
    • Handle: RePEc:hal:journl:hal-04991660
    DOI: 10.1016/j.indmarman.2025.02.001
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