A Multiple Case Analysis of Franchised Co-branding

O Wright; Lorelle Frazer

doi:10.1016/S1441-3582(07)70044-7

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A Multiple Case Analysis of Franchised Co-branding

Journal article

Peer reviewed

A Multiple Case Analysis of Franchised Co-branding

O Wright and Lorelle Frazer

Australasian Marketing Journal, Vol.15(2), pp.68-80

2007

DOI: https://doi.org/10.1016/S1441-3582(07)70044-7

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Abstract

case study

co-branding

franchising

retailing

Retail co-branding is an increasingly popular form of growth in a maturing Australian franchising sector. This paper presents an exploratory study of franchised retail co-branding arrangements utilising a case study approach. The existing literature, which has previously focused on product-specific co-branding, is extended. Traditional co-branding, agent theoretic and resource constraint arguments are analysed and found to be inadequate when applied to this new phenomenon. The research reveals that the motivations for introducing co-brands into existing franchises include alignment of a suitable brand with existing retail formats, risk aversion by the franchisor to the use of externally owned brands, reinvigorating the brands, and stimulating sales growth for specific outlets. In addition the research shows that co-brands can be successfully created internally franchisors are willing to sacrifice the culture and concept of the original franchise brand in order to achieve system growth. © 2007 Australian and New Zealand Marketing Academy.

Details

Title: A Multiple Case Analysis of Franchised Co-branding
Authors: O Wright (Author) - Griffith University
Lorelle Frazer (Author) - Griffith University
Publication details: Australasian Marketing Journal, Vol.15(2), pp.68-80
Publisher: Elsevier Ltd.
Date published: 2007
DOI: 10.1016/S1441-3582(07)70044-7
ISSN: 1441-3582
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99451016402621
Output Type: Journal article

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