Retail Franchisors Reap Superior Benefits Through Internal Co-Branding

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Title Retail Franchisors Reap Superior Benefits Through Internal Co-Branding
Author Wright, Owen; Frazer, Lorelle
Publication Title 2009 International Society of Francising 23rd Annual Conference Proceedings
Editor Mark Grunhagen
Year Published 2009
Place of publication Florida
Publisher H. Wayne Huizenga School of Business and Entrepreneurship
Abstract Retail co-branding is an increasingly popular form of growth in mature business format franchises. This paper presents a study of franchised retail co-branding arrangements in Australia 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 system growth.
Peer Reviewed Yes
Published Yes
Publisher URI
Copyright Statement Copyright 2009 ISOF. Use hypertext link to access the publisher's website. The attached file is posted here in accordance with the copyright policy of the publisher, for your personal use only. No further distribution permitted.
Conference name 23rd International Society of Franchising Conference
Location San Diego
Date From 2009-02-12
Date To 2009-02-14
Date Accessioned 2009-07-06
Language en_AU
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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