Title: Socio-economic determinants of support and brand value perception: a survey of microfranchisees

Authors: Mariângela Carli Santiago; Andrea Giovani Lanfranchi; Pedro Lucas De Resende Melo; Julio Araujo Carneiro-da-Cunha; Renato Telles

Addresses: Universidade Paulista (UNIP), Dr. Bacelar, 1212, Vila Clementino, São Paulo, 04026-002 SP, Brazil ' Universidade Paulista (UNIP), Dr. Bacelar, 1212, Vila Clementino, São Paulo, 04026-002 SP, Brazil ' Universidade Paulista (UNIP), Dr. Bacelar, 1212, Vila Clementino, São Paulo, 04026-002 SP, Brazil ' Nove de Julho University (UNINOVE), Rua Doutor Adolpho Pinto, 109, Barra Funda, São Paulo, 01156-050 SP, Brazil ' Universidade Paulista (UNIP), Dr. Bacelar, 1212, Vila Clementino, São Paulo, 04026-002 SP, Brazil

Abstract: The franchising industry in Brazil has been growing for more than 10 years. In this market segment, microfranchises act as franchises whose initial investment amount is up to US$ 26,000. The purpose of this study is to verify if there is variation in the microfranchisee's perceived value regarding the support provided by the franchisor and the development of the franchise chain brand due to their socio-economic class. The variables used were training, prospecting and installation of the franchise unit, legal and financial support, and field consulting and operating manuals. In relation to the brand, the variables used were advertising and promotion, brand strength, and customer loyalty. All variables are quantitative. A total of 148 microfranchisees in São Paulo were selected for the survey. Results demonstrate that microfranchisees' perceptions of support and brand value are not related to their socio-economic background as microfranchisors could expect. The franchisors' decision of selecting franchisees does not consider their socio-economic characteristics as predictors of support and brand image perception.

Keywords: franchise chain; strategy; microentrepreneurship; socio-economic class; microfranchise.

DOI: 10.1504/IJSOM.2020.105371

International Journal of Services and Operations Management, 2020 Vol.35 No.3, pp.269 - 288

Received: 27 Apr 2017
Accepted: 06 Nov 2017

Published online: 19 Feb 2020 *

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