Franchisor support and brand value empowerment of micro-franchisees: a Brazilian market perspective

• Published in: Journal of entrepreneurship in emerging economies 2022-06, Vol.14 (4), p.616-642
• Main Authors: Melo, Pedro Lucas de Resende, Carneiro-da-Cunha, Julio Araújo, Telles, Renato
• Format: Article
• Language: English
• Subjects: Brands; Business models; Citizenship; Emerging markets; Employees; Empowerment; Entrepreneurs; Entrepreneurship; Factor analysis; Franchisees; Franchising; Installation; Questionnaires; Scarcity; Small business; Unemployment
• ISSN: 2053-4604; 2053-4612
• DOI: 10.1108/JEEE-09-2020-0324

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. Design/methodology/approach The sample was composed of 148 micro-franchisees belonging to 70 chains located in Brazil. The questionnaire aimed to verify the franchisee’s degree of concordance with the support and brand value provided by the franchisor through a Likert scale. The questionnaire structure comprised of ten metrics associated with franchisee support, four metrics associated with the brand value perception and four potentially intervenient metrics. A regression analysis was carried out to confirm the results for the factor analysis, assuming that the three factors associated with support as independent variables and the brand factor as a dependent variable. Findings The three factors related to franchisee support were found to be significant predictors of brand value. Based on the values of the coefficients, it is possible to infer the positive nature of the association. An increase in franchisee support leads to an increase in the franchisee perception about brand value. The positive effect of training and franchisor’s support in prospection and installation improvement on the brand value evaluation by franchisees was supported by the statistical analyses conducted. Research limitations/implications This research complements the studies on brand citizenship behavior and franchisee brand commitment; the greater the support provided to the micro-franchisee, the greater its commitment to the brand values of the chain. This contribution is critical because we deal with micro-enterprises in a business environment with an intense resource scarcity. These aspects place restrictions on the delivery of support and brand value in these franchise chains. Practical implications Structured support plans and greater approximation with franchisees seem to be alternatives for this perception of value to be increased in micro-franchise chains. The attractiveness of a micro-franchise chain can be enhanced if the franchisor is able to show to its potential micro-franchisees that it offers adequate support for its business; and also for the capture of new micro-franchisees. Social implications The social implications aimed at entrepreneurs with low financial expenditure. The sustainability of these