Brand equity protection and new geographic dynamics evidence from franchising in Brazil

Article

Abstract: The success of franchising contracts may depend on the market. Business format franchising is based

Palabras claves:

agency theory, brand equity protection, Distance, emerging market, Franchise contract, marketing strategy, payment terms, two-step Murphy and Topel methodology

Autores:

Fadairo M., Kaswengi J., Lanchimba Cintya, Silva Bitti E.J.

Fuentes:

scopus