TY  - JOUR
AB  - 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.
VL  - 16
IS  - 2
SN  - 1355-5855
DO  - 10.1108/13555850410765177
UR  - https://doi.org/10.1108/13555850410765177
AU  - Paswan Audhesh K.
AU  - Prasad Kantamneni S.
PY  - 2004
Y1  - 2004/01/01
TI  - Public opinion and franchising in an emerging market
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - Emerald Group Publishing Limited
SP  - 46
EP  - 61
Y2  - 2024/04/26
ER  -