Alongside business practices, the franchisor's brand is one of the two basic constituents of the franchise package that the franchisees buy into, and one of the major resources that franchisees seek when engaging in a franchise agreement. This paper addresses the value added by the brand to the franchise package from the franchisees' perspective by considering (a) the sources of this added value and (b) its impact on franchisees' intentions and behaviors. Based on previous literature on how brands generate value for consumers and firms, we first extend the concept of brand equity to franchising and propose a theoretical framework of the sources and outcomes of franchisee-based brand equity. We then explore franchisees' perspective on the brand's added value by conducting sixteen interviews with franchisees in France. The interviews combined with previous literature reveal that franchisees consider that the brand adds value directly by offering them functional, symbolic, experiential, economic and relational benefits, as well as indirectly by driving positive responses from consumers, employees and financial partners toward the branded franchised unit. Surprisingly, the symbolic benefits emerge as the strongest direct benefits. In turn, this added value attracts franchisees to enter the network, motivates their intention to continue in the franchise relationship and acts as a palliative for organizational problems encountered by franchisees. These findings indicate that franchisors should strongly integrate the brand in their value proposition in order to drive positive responses from their potential and current franchisees.
Peningkatan jumlah kendaraan telah meningkatkan konsumsi bahan bakar kendaraan khususnya di Surabaya. Terdapat berbagai brand penyedia bahan bakar di Surabaya salah satunya adalah Shell. SPBU Shell dikenal sebagai brand yang sudah lama ada, memiliki pelayanan bagus, serta menyediakan berbagai macam promosi untuk menarik pelanggan. Penelitian ini bertujuan untuk menguji Pengaruh Customer Experiences dan Brand Trust terhadap Repurchase Intention dengan Moderasi Sales Promotion Pada SPBU Shell Surabaya. Kuesioner disebarkan kepada 268 konsumen SPBU Shell di Surabaya. Hasil penelitian mengungkapkan bahwa customer experiences hanya dapat mempengaruhi brand trust SPBU Shell. Customer experiences dan brand trust tidak dapat mempengaruhi repurchase intention konsumen SPBU Shell. Di sisi lain apabila dimoderasi dengan sales promotion akan memperkuat hubungan customer experiences dan brand trust terhadap repurchase intention, namun memperlemah hubungan antara customer experiences terhadap brand trust.
The penetration of internet use in the world and in Indonesia has increased quite significantly in the last five years. This growth has been supported by a number of factors forming positive attitudes (the attitude toward using digital banks) and driving the intentions to adopt digital banking services (the intention to use digital banks), such as perceived risk, brand reputation, and subjective norms. Samples were purposively selected in the age range of 25-76 and the responses to the self-administered questionnaire were processed using SEM-PLS. The results of the research demonstrate that only subjective norms are able to substantially alter the attitude toward and the intentions toward using digital banks. Attitude toward using a digital bank is a key process that partially explains the influence of brand reputation and subjective norms on the intention to use a digital bank.
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