Title: Brazilian microfranchising chains: entrepreneurs' backgrounds and perceptions of brands and support

Authors: Pedro Lucas De Resende Melo; Julio Araujo Carneiro-da-Cunha; Felipe Mendes Borini

Addresses: Department of Management, Paulista University (UNIP), Master Program in Business Administration, Dr. Bacelar, 1212, 4 th floor Vila Clementino, São Paulo, 04026-002 SP, Brazil ' Department of Management, Nove de Julho University (UNINOVE), Av. Francisco Matarazzo, 612, prédio C, 2 andar, Água Branca, São Paulo, 05001-100 SP, Brazil ' Department of International Management, School of Advertising and Marketing (ESPM) and University of São Paulo (USP), Dr. Alvaro Alvim, 123 Sao Paulo, 04018-001 SP, Brazil

Abstract: The article aims to analyse how microfranchisees backgrounds influence their perceptions of franchisors' support and the brand. Based on the theory of entrepreneurship and the elements of franchise support and brand, we conducted a qualitative field study utilising the case study method with six Brazilian microfranchisees. Results suggest both the influence of the 'honeymoon period' on perceptions of brands and support and the absence of competencies required to manage a business. The main contribution of this research is positing the relevance and importance of the 'honeymoon period' in microfranchisees' choices and performance.

Keywords: franchising chain; honeymoon period; microentrepreneur; microfranchising.

DOI: 10.1504/IJMED.2018.088332

International Journal of Management and Enterprise Development, 2018 Vol.17 No.1, pp.53 - 75

Accepted: 24 Mar 2017
Published online: 04 Dec 2017 *

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