The rest of the paper is organised as follows: next is literature review and conceptual framework, followed by the methodology, findings, theoretical underpinnings, discussion and directions for future research, limitations and conclusion. 2. Literature Review 2.1 Commercial and Social Franchising Commercially, franchising is a contractual agreement between two independent entities (franchisor and franchisee) where the franchisor allows the franchisee the right to sell his products or services in return for fees and ongoing royalties (Lafontaine, 1992). The contract may involve products and tradename franchising or business format franchising (Alon, Boulanger, Misati, & Madanoglu, 2015). With tradename franchising, franchisees generally distribute products or services of the franchisor. In business format franchising, they receive the full business model in addition to the brand and training (Alon, et al., 2015). The main theoretical arguments given for franchising are agency and resource scarcity reasons (Tracey & Jarvis, 2007). Other factors include market saturation, search for profit, and intense competition (Alon, 2004; Rosado-Serrano, et al., 2018). Though franchisors and franchisees may engage in corporate social responsibility activities (Calderon-Monge & Huerta-Zavala, 2015), the bottom line is profit maximization (Montagu, 2002). Social franchising is variously defined, but the consensus is on the intention to achieve social benefits (Du Toit, 2017). It is a contractual arrangement that uses the format of commercial franchising to achieve social goals in different locations and countries (Montagu, 2002).

This study examines how a mission-driven shared identification can help mitigate the failure of a micro-franchise in Rwanda, a bottom of the pyramid market. A single case study was adopted following Gioia's established analytical process. Interviews, semistructured interviews and observations were conducted between the period of 2018 and 2019. It was found that, a mission-driven shared identification can be achieved if a micro-franchisor promotes a culture of sharing and perceived organisational support among micro-franchisees. Also, an alliance with the government or its endorsement is necessary in encouraging franchisees to identify with a micro-franchisor. Furthermore, in a collectivist culture, if a micro-franchisor succeeds in establishing shared identification, the franchisees are very likely to remain loyal in times of crisis.

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Purpose: This study seeks to present a comprehensive meta-analysis of academic research on corporate social responsibility and franchising over the past 27 years (1994–2020).Methodology: The data was compiled using the ISI Web of Science database. A total of 204 articles were identified and analysed through bibliometric citation and content analysis.Findings: The analysis reveal the 49 most relevant articles, 107 authors, and 21 journals. The trending themes in the literature were clustered into three research streams: ethics and franchising; drivers of CSR performance and disclosure; and impact of CSR on organisational performance. Overall, the literature indicates that franchising has ethical implications which impacts on the large group of stakeholders it creates as a type of business strategy. Also, despite the high costs of pursuing corporate social responsibility, empirical evidence suggests that it is beneficial in establishing quality relationship with stakeholders which in turn has implications for operational and financial performances.Implications: The study makes an important contribution to existing knowledge for practitioners and provides the basis for further studies. Contribution: As the first review paper in the field, the article is unique in its extensive review and synthesis of the literature in corporate social responsibility and franchising.

Many researchers have shown that religious factors are some motives for consumption. While a lot has been covered on the topic, some aspects are still to be discovered. A little is known on religious practices and purhase in Africa and particularly in the context of Burkina Faso. The purpose of this paper is to bring out the link between religious practices and the motives for beverages purchase by consumers. Burkina Faso is characterised by an extraordinary religious practice and an important purchase of beverages. It is important to know the reasons that lead some believers to purchase non-alcoholic industrial drinks, rather than alcohol industrial drinks. This complexity of consumer behavior and the lack of human knowledge of marketing, and of the explanatory factors of consumer behavior constitute barriers that become some management challenges for the marketing of bevrages. The methodology adopted in this research includes a qualitative approach. Qualitative data is collected from consumers. The number of semi-structured interviews considered in this research is 12. The collected data is transcribed by hand, and then it is analysed. First, the results show that high religious practices favors purchases of non-alcoholic beverages in the context. Second, the results show that low religious practices reduces purchases of non-alcoholic beverages in the same context.