A multiple Case of Franchised Co-branding

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Title A multiple Case of Franchised Co-branding
Author Wright, Owen; Frazer, Lorelle
Journal Name Australasian Marketing Journal
Editor Richard Varey
Year Published 2007
Place of publication Hamilton, New Zealand
Publisher Waikato Management School, Waikato University
Abstract Retail co-branding is an increasingly popular form of growth in a maturing Australian franchising sector. This paper presents an exploratory study of franchised retail co-branding arrangements utilising a case study approach. The existing literature, which has previously focused on product-specific co-branding, is extended. Traditional co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this new phenomenon. The research reveals that the motivations for introducing co-brands into existing franchises include alignment of a suitable brand with existing retail formats, risk aversion by the franchisor to the use of externally owned brands, reinvigorating the brands, and stimulating sales growth for specific outlets. The research contributes to two areas of literature. Firstly, the findings reveal that co-brands can be successfully created internally. Secondly, franchisors are willing to sacrifice the culture and concept of the original franchise brand in order to achieve system growth.
Peer Reviewed Yes
Published Yes
Volume 15
Issue Number 2
Page from 68
Page to 80
ISSN 1441-3582
Date Accessioned 2007-11-15
Language en_AU
Faculty Griffith Business School
Subject Marketing and Market Research
URI http://hdl.handle.net/10072/16985
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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