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Effects of US-based franchising in the developing world: a middle-eastern consumer perspective (CROSBI ID 280261)

Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija

Grünhagen, Marko ; Witte, Carl L. ; Pryor, Susie Effects of US-based franchising in the developing world: a middle-eastern consumer perspective // Journal of Consumer Behaviour, 9 (2010), 1; n/a-n/a. doi: 10.1002/cb.289

Podaci o odgovornosti

Grünhagen, Marko ; Witte, Carl L. ; Pryor, Susie

engleski

Effects of US-based franchising in the developing world: a middle-eastern consumer perspective

This paper investigates the impact of US‐based franchising in the Middle Eastern context of Egypt. In a review of the franchise literature, micro‐ and macro‐level effects are identified and categorized across social, economic, cultural, political, and marketplace dimensions. A qualitative analysis using focus groups of Middle Eastern consumers was conducted. Clear evidence of “consumer agency” as a transformative force in the globalization process is revealed. In addition to confirming consumer agency findings from previous research, this study also indicates a sequential progression of product adoption over time along Eckhardt and Mahi's (2004) consumer agency categories. Managerial and theoretical implications are discussed.

Franchising, International, Egypt, Middle East

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Podaci o izdanju

9 (1)

2010.

n/a-n/a

objavljeno

1472-0817

10.1002/cb.289

Povezanost rada

Ekonomija

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