dc.contributor.author | Wright, Owen | |
dc.contributor.editor | Richard Fletcher and David Low | |
dc.date.accessioned | 2018-10-23T12:30:29Z | |
dc.date.available | 2018-10-23T12:30:29Z | |
dc.date.issued | 2008 | |
dc.date.modified | 2011-05-06T06:44:49Z | |
dc.identifier.refuri | http://www.anzmac2008.org/_Proceedings/Index.html | |
dc.identifier.uri | http://hdl.handle.net/10072/23175 | |
dc.description.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. | |
dc.description.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.format.extent | 156367 bytes | |
dc.format.mimetype | application/pdf | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | ANZMAC | |
dc.publisher.place | Online | |
dc.publisher.uri | http://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.html | |
dc.relation.ispartofstudentpublication | Y | |
dc.relation.ispartofconferencename | ANZMAC 2008 | |
dc.relation.ispartofconferencetitle | ANZMAC 2008 (Proceedings of the Australian & New Zealand Marketing Academy Conference) | |
dc.relation.ispartofdatefrom | 2008-12-01 | |
dc.relation.ispartofdateto | 2008-12-03 | |
dc.relation.ispartoflocation | Sydney Olympic Park | |
dc.rights.retention | Y | |
dc.subject.fieldofresearch | Marketing not elsewhere classified | |
dc.subject.fieldofresearchcode | 150599 | |
dc.title | A grounded theoretical analysis of Australian retail franchised co-branding | |
dc.type | Conference output | |
dc.type.description | E1 - Conferences | |
dc.type.code | E - Conference Publications | |
gro.faculty | Griffith 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.issued | 2008 | |
gro.hasfulltext | Full Text | |
gro.griffith.author | Wright, Owen C. | |