Food service franchisors and their co‐branding methods

The current paper describes various co‐branding methods that are available to franchisors and franchisees. The paper also presents an exploratory study that provides some insight into the activities in which franchisors in the food service industry may be willing to engage, in collaboration with other firms, when entering and maintaining co‐branding relationships. A sample of International Franchise Association (IFA) members was selected for the survey.

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Year of publication:	2001
Authors:	Young, Joyce A. ; Hoggatt, Casondra D. ; Paswan, Audhesh K.
Published in:	Journal of Product & Brand Management. - MCB UP Ltd, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 10.2001, 4, p. 218-227
Publisher:	MCB UP Ltd
Subject:	Franchising \| Brands \| Food industry

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/10610420110398167 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014895715