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Who wants to be a franchisee? Explaining individual intentions to become franchisees

Author

Listed:
  • Evelien Croonen

    (University of Groningen [Groningen])

  • Hans van Der Bij

    (University of Groningen [Groningen])

  • Rozenn Perrigot

    (UR - Université de Rennes, CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Assaad El Akremi

    (UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse)

  • Olivier Herrbach

    (UB - Université de Bordeaux, IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

An important challenge for franchisors is to find individuals with strong intentions to become franchisees that they can actively support in this ambition. We contribute to franchising research by developing and testing a model to explain individual intentions to become franchisees as a specific type of entrepreneurial intention (EI). We combine Achievement Motivation Theory (AMT) with the Theory of Planned Behaviour (TPB) to propose inverted U-shaped associations between individual motivations (i.e. need for achievement and risk-taking propensity), their cognitive assessments of franchising (i.e. attitude towards franchising and perceived behavioural control), and their EI regarding franchising. Our survey of 666 individuals demonstrates that need for achievement impacts attitude towards franchising and perceived behavioural control regarding franchising following respectively inverted U-shaped and declining positive relationships, and they partly mediate the relationships between need for achievement and EI regarding franchising. We find a negative linear association with attitude towards franchising.

Suggested Citation

  • Evelien Croonen & Hans van Der Bij & Rozenn Perrigot & Assaad El Akremi & Olivier Herrbach, 2022. "Who wants to be a franchisee? Explaining individual intentions to become franchisees," Post-Print hal-03281669, HAL.
    • Handle: RePEc:hal:journl:hal-03281669
    DOI: 10.1177/02662426211013669
    Note: View the original document on HAL open archive server: https://hal.science/hal-03281669v2
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    References listed on IDEAS

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    Keywords

    franchising; theory of planned behaviour; achievement motivation theory; entrepreneurial intentions;
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