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Brand equity protection and new geographic dynamics evidence from franchising in Brazil
ArticleAbstract: The success of franchising contracts may depend on the market. Business format franchising is basedPalabras claves:agency theory, brand equity protection, Distance, emerging market, Franchise contract, marketing strategy, payment terms, two-step Murphy and Topel methodologyAutores:Fadairo M., Kaswengi J., Lanchimba Cintya, Silva Bitti E.J.Fuentes:scopusShould I Stay or Should I Go? Geographic Entrepreneurial Choices in Brazilian Franchising
ArticleAbstract: In the broad empirical literature on franchising, performance outcomes of location decisions appearPalabras claves:Autores:Fadairo M., Lanchimba Cintya, Silva Bitti E.J., Silva V.L.D.S.Fuentes:googlescopus