This study empirically examined whether franchisors' brand name capital and competency significantly differentiate costs associated with fast-food franchise affiliation. The study's purpose was to identify the effect of franchisors' brand name capital and competency on the costs of fast food franchise systems. Proxy variables were developed to measure franchisor brand name capital and competency followed by a series of hypotheses tests. The empirical results, based on 109 fast-food operations, indicated that the franchisor's visibility, geographical market representation, contract period, and affiliation in a professional trade association were important factors in differentiating fast food franchise costs. The findings also offered recommendations for potential franchisees considering entering into a fast food franchise.
- Brand name capital
- Franchise costs