Corporate brand management is a topic of growing significance in today’s academia and business. Organizations are increasingly getting attuned to the need to treat their corporations as brands. A significant amount of research has been dedicated to product branding in marketing and management...

The main research question addressed in this paper is how two independent retail outlets in a franchise chain would react to each other on the quality of services. To better explain the interaction, the franchise as an organizational form and its peculiar characteristics compared to the...