Abstract
The adaptation of dual brand franchising has become one of the most popular means of doing business in the restaurant industry. The purpose of the paper is to explore the economic significance of dual branding by examining various types of strategic alliances in restaurant franchising. In addition, the research treats the motivations for, and importance of, dual brand franchising from both franchisor and franchisee perspectives. Several dual brand franchising models are also identified. Theoretical economic implications as they relate to dual franchising are investigated. The research offers some discussion of possible future trends and prospects for dual branding in restaurant franchising.
| Original language | English |
|---|---|
| Title of host publication | Quick Service Restaurants, Franchising, and Multi-Unit Chain Management |
| Publisher | Taylor and Francis |
| Pages | 321-332 |
| Number of pages | 12 |
| ISBN (Electronic) | 9781315864945 |
| ISBN (Print) | 0789017040, 9780789017048 |
| State | Published - Jun 11 2014 |
Keywords
- Dual branding
- Franchising
- Marketing
- Restaurant chains
- Restaurants