Abstract
The purpose of this paper is to assess brand identity Although diversification strategies in the food service franchise are actively implemented with strategic importance, research on the effects of diversification on firm value has been rare. Furthermore, to investigate the effects of diversification more comprehensively, this study examines whether or not brand diversification moderates the relationship between Business diversification and the value of food service franchise firms. The study finds an insignificant effect of Business diversification on firm performance, a negative effect of brand diversification on performance and a Positive effect of brand diversification on th Business diversification firm performance relationship.
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