LIMITATIONS AND FUTURE RESEARCH

LIMITATIONS AND FUTURE RESEARCH

The main limitation of the current study lies in the issue of validity beyond the interview conver- sation data. A triangulation from multiple sources

Jaolis: Multifaceted Relational Forms in Franchise Organizations 43

could not be employed as observations, for example, Berry, L. L. (1995). Relationship Marketing of Ser- threaten the respondents’ privacy. Relatedly, it was

vices - Growing Interest, Emerging Perspectives. difficult to re-arrange appointments with franchisees

Journal of the Academy of Marketing Science , for purposes of follow-ups of findings, therefore

23 (4), 236 –245. https://doi.org/10.1177/009207 reduces the “confirmatory” stage of the current

qualitative method employed herewith.Second, while Bhattacharya, C. B., & Sen, S. (2003). Consumer- the study generated many emerging themes for the

Company Identification: A Framework for phenomenon under scrutiny (i.e. the multifaceted

Understanding Consumers’ Relationships with relationship forms in franchising), future studies could

Companies. Journal of Marketing, 67(2), 76 –88. benefit by conducting a deeper examination on the

https://doi.org/10.1509/jmkg.67.2.76.18609 Blackston, M. (1992). Observations: Building brand

two brand-driven relationship forms (i.e. the fran- equity by managing the brand’s relationships. chisee-brand relationship and the franchisee-stake- Journal of Advertising Research , 32(3), 79 –83. holders relationships through the brand). Third, it is Bruhn, M., Eichen, F., Hadwich, K., & Tuzovic, S. fruitful to understand how the two brand-driven (2012). Conceptualizing and Measuring Brand relationships differ for franchisees with different level Relationship Quality. In M. Fetscherin, M.

of seniority in the network or for brands with Breazeale, S. Fournier, & T. C. Melewar (Eds.), established reputation versus newcomers and for

Consumer-Brand Relationships: Insights for brands with different perception of country-of-origin.

Theory and Practice (pp. 165 –183). New York: Last but not least, the socio-demographic variables

Routledge. https://doi.org/10.4324/978020312 (e.g. genders, age, income, and education) could also

serve as potential moderating variables and should be Burmann, C., & Zeplin, S. (2005). Building brand included in future research avenues testing the

commitment: A behavioural approach to internal conceptual framework offered in the current study.

brand management. The Journal of Brand Management , 12(4), 279 –300. https://doi.org/

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