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

  1. Huerta Zavala, Pilar Angélica
Dirixida por:
  1. María Esther Calderón Monge Director

Universidade de defensa: Universidad de Burgos

Fecha de defensa: 13 de novembro de 2012

  1. José Antonio Varela González Presidente/a
  2. María Victoria Bordonaba Juste Secretario/a
  3. Pablo Antonio Muñoz Gallego Vogal
  4. Juan Manuel de la Fuente Sabaté Vogal
  5. Rodolfo Vázquez Casielles Vogal

Tipo: Tese

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.