Franchising and branding are almost interchangeable as concepts, yet a dearth of academic branding research in the franchising sector prevails. The aim of the study is to understand why franchisees vary in attitude toward the franchisor brand. A further aim is to give guidance to franchisors on...

Purpose – This research paper aims to understand the variability of performance among franchisees in a given system. Design/methodology/approach – A qualitative, case study approach was used to get a clearer and deeper picture of the main issues and parameters. Nine franchisees across three...