Melo, Pedro Lucas de Resende; Carneiro-da-Cunha, Julio … - In: Journal of Entrepreneurship in Emerging Economies 14 (2021) 4, pp. 616-642
Purpose: The purpose of this paper is to understand the relationship between franchisee support and brand value in micro-franchise chains. This study aims to understand the importance of value delivery in support to the micro-franchisee aiming at increasing brand value....