Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior

Nyadzayo, Munyarasdzi W., Matanda, Margaret J. and Ewing, Michael T. 2015, Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior, Industrial marketing management, vol. 52, pp. 163-174, doi: 10.1016/j.indmarman.2015.07.008.

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Title Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior
Author(s) Nyadzayo, Munyarasdzi W.
Matanda, Margaret J.
Ewing, Michael T.ORCID iD for Ewing, Michael T.
Journal name Industrial marketing management
Volume number 52
Start page 163
End page 174
Total pages 12
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2015-07-16
ISSN 0019-8501
Keyword(s) B2B branding
Brand citizenship behavior
Brand relationship quality
Franchisee-based brand equity
Franchisor competence
Relationship duration
Summary Despite the evidence that brand management is core to the success of franchising businesses, limited empirical work has focused on branding in such business-to-business (B2B) exchanges. Integrating social exchange theory and the identity-based brand management framework, this study proposes that brand relationship quality is crucial in promoting franchisee brand citizenship behavior that can enhance brand equity attributable to franchisees, thereby advancing a model of '. franchisee-based brand equity' (FBBE). Survey results from 352 franchisees in franchised B2B exchanges suggest that brand relationship quality promotes brand citizenship behavior, thereby enhancing FBBE. Additionally, moderated mediation analysis indicates that the indirect effect of brand relationship quality on FBBE via brand citizenship behavior is stronger when franchisor competence is high. However, franchisor-franchisee relationship duration has no moderating effects on these relationships. The findings of this study have implications for franchising practitioners that are interested in understanding the role of brand relationship management in promoting franchisee brand citizenship behavior and FBBE.
Language eng
DOI 10.1016/j.indmarman.2015.07.008
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 900201 Administration and Business Support Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2015, Elsevier
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