Brand Piracy By Franchisees

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Title Brand Piracy By Franchisees
Author Frazer, Lorelle; Merrilees, Bill; Wright, Owen
Publication Title ANZMAC 2005 Conference Proceedings
Editor Dr Sharon Purchase
Year Published 2005
Place of publication Perth
Publisher School of Business, University of Western Australia
Abstract This research explores the situation in which a franchisee exits the franchise system but continues to operate independently. This action is a form of brand piracy as the former franchisee exploits the intellectual property of the franchisor. A franchisor, a former franchisee and a current franchisee from six franchise systems were interviewed in order to obtain diametrical viewpoints. It was concluded that brand piracy has serious implications in franchising because operators were continuing to use the franchise's intellectual property and customer base, with potential damaging effects on the franchisor brand and system.
Peer Reviewed Yes
Published Yes
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Copyright Statement Copyright remains with the authors 2005. 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.
ISBN 064645546X
Conference name ANZMAC 2005
Location Fremantle
Date From 2005-12-05
Date To 2005-12-07
Date Accessioned 2005-12-20
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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