Brand citizenship behaviour in franchising

This paper provides a conceptualisation of the role of brand relationship management and franchisor competence in enhancing brand relationship quality and brand citizenship behaviour in the franchising context. The study extends the retailer's perspective of brand value by arguing that franchising as a special form of retailing calls for its own separate models different from the typical buyer-seller relationships. A conceptual framework is proposed to help understand how a well-managed brand relationship system and highly competent franchisors enhances brand relationship quality and eventually brand citizenship behaviour. The paper explores the behavioural aspects of the franchise relationship from the franchisee's perspective as brand relationship representatives in the channel. Research propositions, proposed methodology and analyses, managerial implications and research limitations are provided