Purpose – International retail companies, and fashion retailers in particular, are increasingly moving into … international markets through the franchise mode of operation. Supporting franchisees is a fundamental aspect of the international … to address this research gap. Design/methodology/approach – A qualitative case study analysis of UK‐based fashion …

international markets via the franchising mode of market entry. The paper concludes that the marriage analogy is useful in the … in the context of international fashion retailing. This relationship is examined in the light of the relationship … paper considers international fashion retailers' response to the need to develop business‐to‐business relationships in …

consumers; brand is associated with colour, style and fashion for which premium prices are deemed acceptable. However, while the …

Purpose – The purpose of this paper is to investigate the online fashion sponsorship, shedding light on the content and … appeal of online fashion magazine advertising. Heeding the call of researchers for cross-cultural advertising investigations …, this research offers a comparison of online fashion magazine advertisements in France and the USA in terms of needs appeals …

Purpose – As international retailers continue to employ franchising as a major method of market entry, the control of … methods by which UK‐based international fashion franchisors control franchisees and their international franchise businesses …. Design/methodology/approach – The paper employs a qualitative methodology and a multiple case design. Six UK‐based fashion …

Purpose – To discuss the entrepreneurial role and importance of organisational members in implementing franchising … organisational entrepreneurs in the international expansion process and sheds new light on the implementation of franchising … decisions internationally. It identifies an important factor in the operationalisation of international franchising – the need …

Purpose – Both franchising and internationalisation are important subjects of study, but in the existent literature … internationalisation through franchising, using as a case study the internationalisation process of Parfois, a specialised retail brand … based in northern Portugal, and operating in the fashion accessories business. Design/methodology/approach – A case study …

expectations of international customers. The growth through franchising mode however faces strong cultural challenges in different … of the organization and different country markets. Decisions with regard to franchising are driven by capital market … enable growth through franchising in different country markets. Originality/value – This paper investigates a franchise …

. It thus advances services marketing and more specifically international franchising literatures by offering a holistic …

franchising as a mode of expansion.  …