Franchise branding: an organizational identity perspective |
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Authors: | Miles A Zachary Aaron F McKenny Jeremy C Short Kelly M Davis Di Wu |
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Institution: | (1) Rawls College of Business Administration, Area of Management, Texas Tech University, Box 42101, Lubbock, TX 79409–2101, USA |
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Abstract: | Despite the call for increased theoretical diversity in franchising research, the incorporation of organizational theory into
this literature has been minimal. In response, we examine how aspects of organizational identity are represented in franchisee
recruitment Web sites. We develop the concept of franchise branding to understand how franchisors position franchise opportunities
to attract potential franchisees. We find that firms in the Franchise 500 use more language associated with market orientation,
entrepreneurial orientation, and charismatic rhetoric when compared to a sample of lower-performing franchises. We also examine
the impact of franchisor size and age to examine how liabilities of size and newness impact language use. We find that larger
firms tend to use more rhetoric but detect no significant differences based on age. We conclude by discussing future possibilities
for incorporating additional theoretical perspectives into the franchising literature. |
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