The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image

Munyaradzi Wellington Nyadzayo, Margaret Jekanyika Matanda, Michael Thomas Ewing

Research output: Contribution to journalArticleResearchpeer-review

Abstract

This study examines the impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image (FPBI). Methodology: The hypotheses were tested using survey data from retail franchisees in Australia, structural equation modeling, and bootstrapping regression methods. Findings: The results show that both brand commitment and brand citizenship behavior mediate the effect of franchisor support on FPBI. However, the effect of franchisor support on FPBI via brand commitment is higher for franchisees with less experience compared to their more experienced counterparts. Practical implications: The study provides insights to franchise managers and B2B practitioners on factors that enhance FPBI. Originality/value: Despite the recognized importance of franchise brands, limited research examines how leveraging the franchise brand can improve franchisee performance. To address this gap, this study examines the effects of franchisor support on FPBI via brand commitment and brand citizenship behavior moderated by franchisee experience.
Original languageEnglish
Pages (from-to)1886 - 1894
Number of pages9
JournalJournal of Business Research
Volume68
Issue number9
DOIs
Publication statusPublished - 2015

Cite this

Nyadzayo, Munyaradzi Wellington ; Matanda, Margaret Jekanyika ; Ewing, Michael Thomas. / The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. In: Journal of Business Research. 2015 ; Vol. 68, No. 9. pp. 1886 - 1894.
@article{13f430d1647148aa9f48b78d36d11714,
title = "The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image",
abstract = "This study examines the impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image (FPBI). Methodology: The hypotheses were tested using survey data from retail franchisees in Australia, structural equation modeling, and bootstrapping regression methods. Findings: The results show that both brand commitment and brand citizenship behavior mediate the effect of franchisor support on FPBI. However, the effect of franchisor support on FPBI via brand commitment is higher for franchisees with less experience compared to their more experienced counterparts. Practical implications: The study provides insights to franchise managers and B2B practitioners on factors that enhance FPBI. Originality/value: Despite the recognized importance of franchise brands, limited research examines how leveraging the franchise brand can improve franchisee performance. To address this gap, this study examines the effects of franchisor support on FPBI via brand commitment and brand citizenship behavior moderated by franchisee experience.",
author = "Nyadzayo, {Munyaradzi Wellington} and Matanda, {Margaret Jekanyika} and Ewing, {Michael Thomas}",
year = "2015",
doi = "10.1016/j.jbusres.2014.12.008",
language = "English",
volume = "68",
pages = "1886 -- 1894",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier",
number = "9",

}

The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. / Nyadzayo, Munyaradzi Wellington; Matanda, Margaret Jekanyika; Ewing, Michael Thomas.

In: Journal of Business Research, Vol. 68, No. 9, 2015, p. 1886 - 1894.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image

AU - Nyadzayo, Munyaradzi Wellington

AU - Matanda, Margaret Jekanyika

AU - Ewing, Michael Thomas

PY - 2015

Y1 - 2015

N2 - This study examines the impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image (FPBI). Methodology: The hypotheses were tested using survey data from retail franchisees in Australia, structural equation modeling, and bootstrapping regression methods. Findings: The results show that both brand commitment and brand citizenship behavior mediate the effect of franchisor support on FPBI. However, the effect of franchisor support on FPBI via brand commitment is higher for franchisees with less experience compared to their more experienced counterparts. Practical implications: The study provides insights to franchise managers and B2B practitioners on factors that enhance FPBI. Originality/value: Despite the recognized importance of franchise brands, limited research examines how leveraging the franchise brand can improve franchisee performance. To address this gap, this study examines the effects of franchisor support on FPBI via brand commitment and brand citizenship behavior moderated by franchisee experience.

AB - This study examines the impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image (FPBI). Methodology: The hypotheses were tested using survey data from retail franchisees in Australia, structural equation modeling, and bootstrapping regression methods. Findings: The results show that both brand commitment and brand citizenship behavior mediate the effect of franchisor support on FPBI. However, the effect of franchisor support on FPBI via brand commitment is higher for franchisees with less experience compared to their more experienced counterparts. Practical implications: The study provides insights to franchise managers and B2B practitioners on factors that enhance FPBI. Originality/value: Despite the recognized importance of franchise brands, limited research examines how leveraging the franchise brand can improve franchisee performance. To address this gap, this study examines the effects of franchisor support on FPBI via brand commitment and brand citizenship behavior moderated by franchisee experience.

U2 - 10.1016/j.jbusres.2014.12.008

DO - 10.1016/j.jbusres.2014.12.008

M3 - Article

VL - 68

SP - 1886

EP - 1894

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 9

ER -