search query: @indexterm economic conditions / total: 1703
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| Author: | Hopkinson, G. Hogarth-Scott, S. |
| Title: | Franchise relationship quality: micro-economic explanations |
| Journal: | European Journal of Marketing
1999 : VOL. 33:9/10, p. 827-843 |
| Index terms: | MARKETING ECONOMIC CONDITIONS MARKETING STRATEGY |
| Language: | eng |
| Abstract: | The paper examines the behavioral implications of the three main micro-economic explanations - resource constraint, agency theory and search cost theory - for franchising. Reviews these theories, along with the empirical evidence found to support them. It highlights implications of each explanation upon relational quality using four relational characteristics drawn from Macneil. The paper uses the characteristics of power balance, anticipation of trouble, sense of unity and presentation of costs and benefits. |
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