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Public opinion and franchising in an emerging market

Audhesh K. Paswan (Department of Marketing, College of Business Administration, University of North Texas, PO Box 311396, USA)
S. Prasad Kantamneni (BAE, Box 4058, Emporia State University, 1200 Commercial Drive, Emporia, KS 66801, USA)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 1 June 2004



A framework for evaluating public opinion towards franchising is proposed and empirically tested in an emerging market, India. Franchising in an emerging market was selected as the context because – (1) future growth is likely to come from newly emerging markets, (2) franchising is primarily seen as a foreign concept in emerging markets and has attracted its fair share of attention, both positive and negative. The results indicate that people evaluate franchising using four key factors – well being of small businesses, socio‐economic, socio‐cultural well being, and employment opportunity. This study further investigates the relationship between these factors and patronage behaviour. Some of these factors were associated with patronage behaviour and the associated residual feeling. Clearly, in order to succeed in emerging and developing markets, the franchising industry must pay heed to public opinion.



Paswan, A.K. and Prasad Kantamneni, S. (2004), "Public opinion and franchising in an emerging market", Asia Pacific Journal of Marketing and Logistics, Vol. 16 No. 2, pp. 46-61.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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