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The purpose of this paper is to develop, test and validate a measure of fairness in the context of franchisor-franchisee relationship and test for the dimensionality of fairness.

The authors surveyed 300 franchisees of a large-scale franchisor in India. The authors employ confirmatory factor analysis (CFA) to analyse the data.

The authors tested four models of the fairness construct through CFA using structural equation modelling. The three-factor corrected model of the fairness construct exhibits comparatively better goodness of fit indices as compared to the other correlated models of the fairness construct. It clears the threshold level of validity and reliability test. The findings of the study suggest that the factor structure of fairness is three-factor correlated model with aspects of procedural fairness and informational fairness getting subsumed into one construct.

Factor structure of fairness construct differs with earlier empirical research findings with both interpersonal fairness and informational fairness subsuming into each other to form one construct.

This measure can be utilized by franchisee managers to track perceptions of fairness among franchisees to manage the franchise relationship in a better way. Franchisees expect information sharing from the franchisor and not the representative of the franchisor.

To the best of the authors’ knowledge, this study is the first to develop a valid and reliable measure of fairness construct in the context of franchise relationship. This study also identifies factor structure of fairness construct.

The purpose of the study is to investigate the factors responsible for the utilisation of safe motherhood practices under the Government of India (GOI)-run maternal health programme Janani Suraksha Yojana (JSY).

Data for the survey were collected from 435 expectant mothers registered under JSY from seven districts of western Uttar Pradesh, India. Based on the existing theories of behaviour change and the social marketing framework, a model of antecedents of adoption of safe motherhood practices was tested out empirically.

The results suggested that controlling for demographic variables such as age, education, number of children, intention to follow safe motherhood practices, maternal health self-efficacy, attitude towards safe motherhood, life satisfaction and facilitating conditions all contributed towards the adoption of safe motherhood practices. However, facilitating conditions moderated the relationship between intention to follow safe motherhood practices and adoption of safe motherhood practices.

The study focused only on maternal health, excluding child health under JSY.

The study findings suggest that social marketers should focus on the individual (micro)- as well as programme (macro)-level factors to bring about systemic behaviour change.

The adoption of safe motherhood practices will result in a reduction of the maternal mortality rate. This will improve the overall health of mother and child.

The JSY programme is targeted at promoting safe motherhood practices among poor women in the reproductive age group from India. The adoption of safe motherhood practices will result in less maternal mortality and contribute to the well-being of the family.