MULTIFACETED RELATIONAL FORMS IN FRANCHISE ORGANIZATIONS: THE RELATIONAL ROLES OF THE FRANCHISOR BRAND
Abstract: Extant research
suggests that consumers use brands to enrich their individual and social lives.
By looking at the franchisees beyond the economic rationality perspective, we
introduced the brand into the franchise relational analysis and confirmed its
impact on their satisfaction and loyalty. Results from the thematic analysis of
the qualitative data clearly indicated that the brand supplied franchisees with
unique symbolic meanings and hedonic pleasures while aiding them in the
development and maintenance of rewarding relationships with multiple
stakeholder groups. More importantly, strong franchisee-brand relationship
alleviated defects in the franchisor-franchisee relationship. We offered a
comprehensive framework of the franchise relationship “package” for future
research avenues
Keywords: Franchisee-brand
relationship, franchisee-stakeholder relationship through the brand,
consumer-brand relationship, franchisor-franchisee relationship, brand as a
relationship partner, brand as a relationship facilitator
Penulis: Ferry Jaolis
Kode Jurnal: jpmanajemendd180391
