“…This study uses independent variables commonly used in the franchise literature (Alon, 2001; Castrogiovanni et al, 2006a; Shane, 1998). For the variable recognition of the brand, we have used four indicators: (a) the experience, which is measured with the age of the franchise (Elango, 2007; Maruyama & Yamashita, 2012) using the natural logarithm of the years of operation as franchise until 2016; (b) the size of the franchise (Calderon‐Monge & Huerta‐Zavala, 2014; Maruyama & Yamashita, 2012; Perrigot et al, 2013) measured as the natural logarithm of the total units of the chain; (c) MFA affiliation, coded with 1 “one” if the franchise belonged to MFA and with 0 “zero” if it did not belong. The origin variable, which represents the nationality of the franchise, was controlled by coding with 1 “one” if it was of foreign origin and 0 “zero” if it was of national origin.…”