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Internal branding: Franchisor leadership as a critical determinant

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  • Merrilees, Bill
  • Frazer, Lorelle

Abstract

Franchising and branding are almost interchangeable as concepts, yet a dearth of academic branding research in the franchising sector prevails. The aim of the study is to understand why franchisees vary in attitude toward the franchisor brand. A further aim is to give guidance to franchisors on how they can achieve greater franchisee brand buy-in. A conceptual model provides a foundation to the study. The main dependent variable is the level of positive attitudes of the franchisee toward the franchisor brand. The independent variables draw upon the internal branding literature and include brand commitment and culture. Transformational leadership moderates the model. The results show that brand commitment and marketing support for the brand are the two main influences on getting franchisee support for the franchisor brand. However, transformational leaders have a different pattern of getting franchisee buy-in, with greater reliance on culture and facilitating brand commitment.

Suggested Citation

  • Merrilees, Bill & Frazer, Lorelle, 2013. "Internal branding: Franchisor leadership as a critical determinant," Journal of Business Research, Elsevier, vol. 66(2), pages 158-164.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:2:p:158-164
    DOI: 10.1016/j.jbusres.2012.07.008
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    References listed on IDEAS

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    2. Merrilees, Bill & Miller, Dale & Herington, Carmel, 2009. "Antecedents of residents' city brand attitudes," Journal of Business Research, Elsevier, vol. 62(3), pages 362-367, March.
    3. Combs, James G. & Ketchen, David Jr. & Hoover, Vera L., 2004. "A strategic groups approach to the franchising-performance relationship," Journal of Business Venturing, Elsevier, vol. 19(6), pages 877-897, November.
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    Citations

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    Cited by:

    1. Rico Piehler & Debra Grace & Christoph Burmann, 2018. "Internal brand management: introduction to the special issue and directions for future research," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 197-201, May.
    2. Ahmed Suhail Ajina, 2019. "The Role of Social Media Engagement in Influencing Customer Loyalty in Saudi Banking Industry," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 87-92.
    3. Wu, Chih-Wen, 2015. "Antecedents of franchise strategy and performance," Journal of Business Research, Elsevier, vol. 68(7), pages 1581-1588.
    4. Dubey, Vivek K. & Matthes, Joseph M. & Saini, Amit, 2023. "Impact of socioeconomic values collaboration on performance in franchising," Journal of Business Research, Elsevier, vol. 162(C).
    5. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    6. Päivikki Kuoppakangas & Kati Suomi & Paul Clark & Chris Chapleo & Jari Stenvall, 2020. "Dilemmas in Re-branding a University—“Maybe People Just Don’t Like Change”: Linking Meaningfulness and Mutuality into the Reconciliation," Corporate Reputation Review, Palgrave Macmillan, vol. 23(2), pages 92-105, May.
    7. Pramod Iyer & Arezoo Davari & Audhesh Paswan, 2018. "Determinants of brand performance: the role of internal branding," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 202-216, May.

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