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Influencia de la marca y precio en la decisión de apertura de un establecimiento franquiciado

Author

Listed:
  • Esther Calderón Monje
  • Pilar Huerta Zavala

Abstract

Este documento de trabajo aborda la elección de una franquicia por un potencial franquiciado que abre un establecimiento por primera vez. El objetivo es analizar la relación entre las señales de la marca y el precio enviadas por el franquiciador y la elección de una enseña por el potencial franquiciado mediante la Teoría de las Señales. Empleando la metodología de datos de panel, concluimos que el valor de marca, los derechos de entrada y la inversión inicial son señales que los franquiciados españoles tuvieron en cuenta para la apertura de un establecimiento de una enseña de franquicia durante el periodo 2002-2008.

Suggested Citation

  • Esther Calderón Monje & Pilar Huerta Zavala, 2013. "Influencia de la marca y precio en la decisión de apertura de un establecimiento franquiciado," DOCFRADIS Working Papers 1306, Catedra Fundación Ramón Areces de Distribución Comercial, revised Dec 2013.
    • Handle: RePEc:ovr:docfra:1306
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_9uu9uplkgn_Docfradis_2013_06.pdf
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    More about this item

    Keywords

    Teoría de Señales; Franquicia; Marca; Precio; GMM;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • E39 - Macroeconomics and Monetary Economics - - Prices, Business Fluctuations, and Cycles - - - Other

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