Brazilian microfranchising chains: entrepreneurs' backgrounds and perceptions of brands and support

Melo, Pedro Lucas de Resende; Cunha, Júlio Araujo Carneiro da; Borini, Felipe Mendes

doi:10.1504/ijmed.2018.10006897

IJMED

2018

DOI: 10.1504/ijmed.2018.10006897

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Brazilian microfranchising chains: entrepreneurs' backgrounds and perceptions of brands and support

Pedro Lucas de Resende Melo¹,

Júlio Araujo Carneiro da Cunha²,

Felipe Mendes Borini³

Abstract: The article aims to analyse how microfranchisees backgrounds influence their perceptions of franchisors' support and the brand. Based on the theory of entrepreneurship and the elements of franchise support and brand, we conducted a qualitative field study utilising the case study method with six Brazilian microfranchisees. Results suggest both the influence of the 'honeymoon period' on perceptions of brands and support and the absence of competencies required to manage a business. The main contribution of this… Show more

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Cited by 2 publications

References 46 publications

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Social franchising: A bibliometric and theoretical review

Naatu

Alon

2019

Journal of Promotion Management

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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).

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Social franchising: A bibliometric and theoretical review

Naatu

Alon

2019

Journal of Promotion Management

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Valor da marca em redes de microfranquias: o efeito Honeymoon

Mascarenhas

Melo

2022

RMPE

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RESUMO O propósito deste artigo é investigar se o tempo de franqueamento tem interferência na percepção de valor da marca da franquia pelo microfranqueado. Para isso foram abordados três aspectos referentes à percepção do valor de marca: (1) propaganda e promoção; (2) força da marca; e (3) capacidade de fidelização de clientes. A pesquisa realizada foi descritiva, quantitativa, com metodologia survey, com amostra de 197 microfranqueados, localizados nos Estados de São Paulo e Minas Gerais, na qual foi aplicada a técnica de análise de regressão linear. Os resultados encontrados não suportaram a relação de associação entre as variáveis independentes (marca) e a variável dependente (tempo de franqueamento). O resultado contribui para o aprofundamento do entendimento da gestão de redes de microfranquias, em especial da perspectiva do microfranqueado, e pela abordagem da Teoria do Ciclo de Vida em U – honeymoon – no contexto de redes de franquias, especificamente em função do tempo de franqueamento. Palavras-chave: Redes de franquias; Microempreendedor; Microfranquias; Honeymoon.

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Brazilian microfranchising chains: entrepreneurs' backgrounds and perceptions of brands and support

Cited by 2 publications

References 46 publications

Social franchising: A bibliometric and theoretical review

Social franchising: A bibliometric and theoretical review

Valor da marca em redes de microfranquias: o efeito Honeymoon

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