Abstract
The current study introduces the brand into the traditional franchisor-franchisee dyadic framework and substantiates its impact on franchisee attitudes and behaviors. A qualitative exploration revealed that franchisees use the brand to construct their identity and enjoy hedonic pleasures from the products and service units. A strong franchisee-brand bond further alleviated the tension in the relationship with the franchisors. Franchisees also enjoy rewarding relationships with various stakeholder groups with the brand at the center of the relationships. We introduce a novel relationship framework that paves many avenues for future research.
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