Food service franchisors and their co‐branding methods
Joyce A. Young
(Associate Professor of Marketing, School of Business, Indiana State University, Terre Haute, Indiana, USA)
Casondra D. Hoggatt
(School of Business, Indiana State University, Terre Haute, Indiana, USA)
Audhesh K. Paswan
(Associate Professor of Marketing, Department of Marketing, University of North Texas, Denton, Texas, USA)
6353
Abstract
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.
Keywords
Citation
Young, J.A., Hoggatt, C.D. and Paswan, A.K. (2001), "Food service franchisors and their co‐branding methods", Journal of Product & Brand Management, Vol. 10 No. 4, pp. 218-227. https://doi.org/10.1108/10610420110398167
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited