The Dual Role of Communication in Franchise Relationships: A Franchisee Perspective

Although the role of communication in franchise relationships is well recognized, it is not well understood. This paper proposes two higher-order latent constructs-relationship positivity and relationship negativity-each of which is reflected in four first-order constructs. The paper investigates th...

Full description

Saved in:
Bibliographic Details
Published in:Journal of small business management 2018-03, Vol.56 (S1), p.197-214
Main Authors: Kang, Bohyeon, Jindal, Rupinder P.
Format: Article
Language:English
Subjects:
Communication
Franchisees
Franchises
Positive emotions
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Although the role of communication in franchise relationships is well recognized, it is not well understood. This paper proposes two higher-order latent constructs-relationship positivity and relationship negativity-each of which is reflected in four first-order constructs. The paper investigates the influence of communication on both positivity and negativity simultaneously. Authors collected data from 300 franchisees of a franchise system in Korea, and estimated a structural equation model to test the hypotheses. Results demonstrate the dual influence of communication-it enhances positivity and reduces negativity. More importantly, and somewhat surprisingly, communication is more effective at enhancing positivity in a relationship than at reducing negativity.
ISSN:0047-2778
1540-627X
DOI:10.1111/jsbm.12404