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The determinants of franchise brand loyalty in B2B markets: An emerging market perspective

机译：B2B市场中特许品牌忠诚度的决定因素：新兴市场观点

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摘要

Brand loyalty remains a salient measure of brand success in business-to-business (B2B) markets, yet the drivers of B2B brand loyalty vary from one context to another. While global franchising is accepted as a major entry mode into emerging markets, limited research has focused on the drivers of franchise brand loyalty in emerging markets. This study advances a nomological network model of the determinants of franchise brand loyalty in an emerging market. The hypotheses were tested from the franchisees' perspective using survey data from Indian franchises. The respondents were selected using stratified random sampling based on geographic location and industry type. The findings indicated that perceived franchisor competence and the level of information sharing play key roles in influencing franchisees' emotional brand attachment and perceived relationship value, which in turn enhance brand loyalty. Theoretical and practical implications as well as future research directions are discussed.
机译：品牌忠诚度仍然是企业对企业（B2B）市场中品牌成功的重要指标，但是B2B品牌忠诚度的驱动因素因环境而异。尽管全球特许经营被视为进入新兴市场的主要进入方式，但有限的研究集中在新兴市场中特许品牌忠诚度的驱动力上。这项研究提出了一个新兴市场中特许经营品牌忠诚度决定因素的法则网络模型。从印度加盟商的调查数据从加盟商的角度检验了这些假设。使用基于地理位置和行业类型的分层随机抽样选择受访者。调查结果表明，感知的特许人的能力和信息共享的水平在影响加盟者的情感品牌依恋和感知的关系价值方面起着关键作用，从而反过来增强了品牌忠诚度。讨论了理论和实践意义以及未来的研究方向。

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