Effects of Marketing Decisions on Brand Equity and Franchise Performance

Lee, Eunkyung; Ji-Hern, Kim; Rhee, Chang Seop

doi:10.3390/su13063391

Cited by 7 publications

(5 citation statements)

References 58 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The findings of this study are in line with previous studies by Buljubasic et al, who found that effective promotional methods would be able to attract a large number of customers [83]. Promotional and advertising activities were also of great assistance to franchisors in attracting a large number of new customers or existing customers to try out their products and services [84].…”

Section: Discussionsupporting

confidence: 90%

The Determinants of Global Expansion: A Study on Food and Beverage Franchisors in Malaysia

et al. 2021

View full text Add to dashboard Cite

In the past decade, franchising has become a well-known platform for business expansion. Various strategies have been employed by franchisors in expanding their business into the global market. However, few studies have assessed the determinants that can be adopted by the franchisors in bringing value as well as opening up opportunities for global market expansion. This study aims to explore the determinants of global expansion based on Malaysian franchisors’ experience. A qualitative research approach was adopted through various case studies with ten franchisors from the food and beverage industry in Malaysia. In-depth interviews were carried out to explore this topic. Thematic analysis was performed through the “Atlas.ti” software package version 9.0, which was also used in analyzing the data. The findings indicated that there are four themes, and nine sub-themes were discovered from the grounded data. The franchisors agreed that franchise brand, business location, product, advertising, and promotion were able to influence franchisors in designing strategies for global expansion. The data were also able to provide an in-depth understanding of the determinants for global expansion that can be undertaken as a guide to prospective franchisors who want to start exploring the global market. These results are expected to assist the government as well as the agencies involved with franchising in improving related policies, strategies and programmes. Thus, it is important to understand these determinants in order to survive in a competitive global market.

show abstract

Section: Discussionsupporting

confidence: 90%

The Determinants of Global Expansion: A Study on Food and Beverage Franchisors in Malaysia

et al. 2021

View full text Add to dashboard Cite

show abstract

“…Brand equity impacts the reputation of Georgian higher education campuses (Khoshtaria et al., 2020). Nike shoe purchase decisions are also influenced by brand equity as a moderating variable (Lee et al., 2021). Additionally, the direct impact of Corporate Social Responsibility (CSR) on corporate brand credibility, coupled with the full mediating effect of corporate brand credibility on the relationship between CSR and corporate reputation, is notable (Hur et al., 2013).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Finding reasons to choose a campus: The impact of social media and brand strategy

Nofrizal,

Juju,

Aznuriyandi

2024

Higher Education Quarterly

View full text Add to dashboard Cite

This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM‐SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in‐depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.

show abstract

“…KMAC is one of the largest Korean consulting firms and provides business analysis and management consulting services, as well as marketing research. K-BPI is a widely accepted measure of brand equity in Korea and has been adopted in previous research (e.g., Lee et al 2021).…”

Section: Variablesmentioning

confidence: 99%

Franchisors’ Strategic Pricing Approaches for Franchise Fee Decisions and the Moderating Role of the Competitive Condition: Evidence from the Korean Franchising Market

Sun,

Moon

2023

Administrative Sciences

View full text Add to dashboard Cite

As franchising provides several benefits to both corporations and small business owners, a growing number of contracts have been written through which corporations offer the right to use their brand name and business model, and small business owners pay fees for accepting the offers. In this franchisor–franchisee market, the franchise fee plays a pricing role in the exchange between two parties. In this context, we investigate the influence of franchisors’ strategic pricing approaches (i.e., cost- and value-based approaches) on franchise fee decisions. Furthermore, by examining the moderating effect of the competitive condition on the relationships between pricing approaches and franchise fees, we uncover franchisors’ pricing practices in greater detail. The results show that both pricing approaches have significant influences on franchise fee decisions, and the competitive condition moderates the relationship between the value-based approach and franchise fees but does not moderate the relationship between the cost-based approach and franchise fees. The findings contribute to the franchising and pricing literature and to industry practitioners.

show abstract

Effects of Marketing Decisions on Brand Equity and Franchise Performance

Cited by 7 publications

References 58 publications

The Determinants of Global Expansion: A Study on Food and Beverage Franchisors in Malaysia

The Determinants of Global Expansion: A Study on Food and Beverage Franchisors in Malaysia

Finding reasons to choose a campus: The impact of social media and brand strategy

Franchisors’ Strategic Pricing Approaches for Franchise Fee Decisions and the Moderating Role of the Competitive Condition: Evidence from the Korean Franchising Market

Contact Info

Product

Resources

About