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

33 Citations (Scopus)

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

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