Scholars have conducted franchisee performance research for decades; however, understanding the antecedents and outcomes of franchisee performance is still limited. This study will review and discuss the determinants of franchisee performance in different contexts, using findings from reliable...

To maintain the significantly positive influence of celebrity endorsement (CE) on Instagram user consumption behavior, scholars and business practitioners are motivated to have a better understanding of this phenomenon. Literature on CE focuses on its direct effect on attitude toward various...