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The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image

Nyadzayo, Munyaradzi W., Matanda, Margaret J. and Ewing, Michael T. 2015, The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image, Journal of business research, vol. 68, no. 9, pp. 1886-1894, doi: 10.1016/j.jbusres.2014.12.008.

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Title The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image
Author(s) Nyadzayo, Munyaradzi W.
Matanda, Margaret J.
Ewing, Michael T.ORCID iD for Ewing, Michael T. orcid.org/0000-0002-2260-2761
Journal name Journal of business research
Volume number 68
Issue number 9
Start page 1886
End page 1894
Total pages 9
Publisher Elsevier
Place of publication Amsterdam, The Netherlands
Publication date 2015-09-01
ISSN 0148-2963
Keyword(s) Brand citizenship behavior
Brand commitment
Franchise branding
Franchisee experience
Franchisee-perceived brand image
Franchisor support
Summary Purpose: This study examines the impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image (FPBI). Methodology: The hypotheses were tested using survey data from retail franchisees in Australia, structural equation modeling, and bootstrapping regression methods. Findings: The results show that both brand commitment and brand citizenship behavior mediate the effect of franchisor support on FPBI. However, the effect of franchisor support on FPBI via brand commitment is higher for franchisees with less experience compared to their more experienced counterparts. Practical implications: The study provides insights to franchise managers and B2B practitioners on factors that enhance FPBI. Originality/value: Despite the recognized importance of franchise brands, limited research examines how leveraging the franchise brand can improve franchisee performance. To address this gap, this study examines the effects of franchisor support on FPBI via brand commitment and brand citizenship behavior moderated by franchisee experience.
Language eng
DOI 10.1016/j.jbusres.2014.12.008
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Elsevier
Persistent URL http://hdl.handle.net/10536/DRO/DU:30078052

Document type: Journal Article
Collection: Faculty of Business and Law
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