Abstract
Several empirical studies report that the brand is one of the major factors that attract franchisees to join a network and continue in the franchise relationship. Yet little research has investigated the mechanisms through which the brand affects franchisees’ intentions and behaviors. The present research addresses this gap, focusing on the franchisor’s brand benefits from the franchisees’ perspective through the following questions: What are the perceived benefits of the franchisor’s brand for franchisees? How are these perceived benefits conveyed to the franchisees? To what extent are franchisee’s perceptions of brand benefits well understood and anticipated by the franchisors and management consultants in franchising?
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