Reputação de marca em franquia: uma investigação no nível da rede e na perspectiva do consumidor

Abstract

The aim of this study was to understand the effects of brand reputation on franchise chains, on two levels. The franchise brand reputation from the franchisor's point of view can be understood by aspects such as brand power, transparency; solidity; In addition, reputation is an important factor in choosing the franchise by the franchisee and in choosing where to consume the product or service in the consumer's view. As the franchise is a significant sector for the Brazilian GDP, the study of the brand reputation in the chain's units is relevant for the theoretical and managerial contribution on the topic. This thesis was divided into three studies to discover an avenue of opportunity and to study the topic at the franchisee and consumer level. The first study investigates the brand reputation and its effects on the franchisee's perception and the third study in relation to this perception from the consumer's perspective. The method used was a quantitative strategy with the use of multiple linear regression as an analysis tool. The results showed that the brand is one of the most important attributes for the choice of a franchise by the franchisee and a relevant factor for the franchise's billing but not relationship, and in the consumer's perspective the reputation is linked to the loyalty that leads to the intention of repurchase and word of mouth recommendation.