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The determinants of franchise brand loyalty in B2B markets: An emerging market perspective

Nyadzayo, MW, Matanda, MJ and Rajaguru, R 2018 , 'The determinants of franchise brand loyalty in B2B markets: An emerging market perspective' , Journal of Business Research, vol. 86 , pp. 435-445 , doi: 10.1016/j.jbusres.2017.09.015.

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Abstract

Brand loyalty remains a salient measure of brand success in business-to-business (B2B) markets, yet the driversof B2B brand loyalty vary from one context to another. While global franchising is accepted as a major entrymode into emerging markets, limited research has focused on the drivers of franchise brand loyalty in emergingmarkets. This study advances a nomological network model of the determinants of franchise brand loyalty in anemerging market. The hypotheses were tested from the franchisees' perspective using survey data from Indianfranchises. The respondents were selected using stratified random sampling based on geographic location andindustry type. The findings indicated that perceived franchisor competence and the level of information sharingplay key roles in influencing franchisees' emotional brand attachment and perceived relationship value, which inturn enhance brand loyalty. Theoretical and practical implications as well as future research directions arediscussed.

Item Type: Article
Authors/Creators:Nyadzayo, MW and Matanda, MJ and Rajaguru, R
Keywords: brand loyalty, franchise management
Journal or Publication Title: Journal of Business Research
Publisher: Elsevier Inc.
ISSN: 0148-2963
DOI / ID Number: 10.1016/j.jbusres.2017.09.015
Copyright Information:

© 2017 Elsevier Inc.

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