Young, Joyce A.; Hoggatt, Casondra D.; Paswan, Audhesh K. - In: Journal of Product & Brand Management 10 (2001) 4, pp. 218-227
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...