Las señales de calidad de las franquicias y su relación con las decisiones

  1. Huerta Zavala, Pilar Angélica
  1. María Esther Calderón Monge Zuzendaria

Defentsa unibertsitatea: Universidad de Burgos

Fecha de defensa: 2012(e)ko azaroa-(a)k 13

  1. José Antonio Varela González Presidentea
  2. María Victoria Bordonaba Juste Idazkaria
  3. Pablo Antonio Muñoz Gallego Kidea
  4. Juan Manuel de la Fuente Sabaté Kidea
  5. Rodolfo Vázquez Casielles Kidea

Mota: Tesia

Teseo: 348835 DIALNET lock_openRIUBU editor


The choice of a franchise is a decision that needs to consider quality signals sent out to the market by the franchisor or market signals in themselves. Analysing the relationship between some signals and the choice of a franchise by a potential franchisee which starts up a business as franchise format, we prove that brand value, price through initial investment, ownership framework and profits of a franchise are signals used by the franchisee to assess franchise quality and to choose the most suitable one for their needs. Thus, this research wants to contribute to strengthen the entrepreneurship-franchise relationship in Spain context and from the empirical point of view. In this way, we must to emphasize the dependent variable in order to differentiate entrepreneurs franchisees from investors ones.