Altinay, Levent; Brookes, Maureen; Madanoglu, Melih; … - In: Journal of Business Research 67 (2014) 5, pp. 722-728
This paper aims to establish the relationship between the antecedents of trust, trust itself, and franchisee … the franchise literature by offering a more comprehensive theoretical perspective to aid understanding of trust … provides empirical evidence of the impact of the franchisors' role performance and cultural sensitivity on franchisees' trust …