A grounded theoretical analysis of Australian retail franchised co-branding

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Title A grounded theoretical analysis of Australian retail franchised co-branding
Author Wright, Owen
Publication Title ANZMAC 2008 (Proceedings of the Australian & New Zealand Marketing Academy Conference)
Editor Richard Fletcher and David Low
Year Published 2008
Place of publication Online
Publisher ANZMAC
Abstract Retail 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.
Peer Reviewed Yes
Published Yes
Publisher URI http://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.html
Copyright Statement Copyright remains with the authors 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.
Conference name ANZMAC 2008
Location Sydney Olympic Park
Date From 2008-12-01
Date To 2008-12-03
URI http://hdl.handle.net/10072/23175
Date Accessioned 2009-01-30
Language en_AU
Faculty Griffith Business School
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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