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dc.contributor.authorWright, Owen
dc.contributor.editorRichard Fletcher and David Low
dc.date.accessioned2018-10-23T12:30:29Z
dc.date.available2018-10-23T12:30:29Z
dc.date.issued2008
dc.date.modified2011-05-06T06:44:49Z
dc.identifier.refurihttp://www.anzmac2008.org/_Proceedings/Index.html
dc.identifier.urihttp://hdl.handle.net/10072/23175
dc.description.abstractRetail co-branding is an increasingly popular form of growth in a maturing Australian business format franchising sector. This paper presents a study of franchised retail co-branding arrangements utilising a grounded theoretic approach building on previous case study research. Co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this phenomenon. The research reveals that the motivations for the development of internal co-brands into existing franchises include alignment of a suitable brand with existing retail formats and risk-averse behaviour. This research shows that co-brands are successfully created internally when franchisors are willing to modify the culture and concept of the original franchise brand in order to achieve further system growth.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent156367 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherANZMAC
dc.publisher.placeOnline
dc.publisher.urihttp://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.html
dc.relation.ispartofstudentpublicationY
dc.relation.ispartofconferencenameANZMAC 2008
dc.relation.ispartofconferencetitleANZMAC 2008 (Proceedings of the Australian & New Zealand Marketing Academy Conference)
dc.relation.ispartofdatefrom2008-12-01
dc.relation.ispartofdateto2008-12-03
dc.relation.ispartoflocationSydney Olympic Park
dc.rights.retentionY
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode150599
dc.titleA grounded theoretical analysis of Australian retail franchised co-branding
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© The Author(s) 2008. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
gro.date.issued2008
gro.hasfulltextFull Text
gro.griffith.authorWright, Owen C.


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    Contains papers delivered by Griffith authors at national and international conferences.

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