Señales de valor de marca de las franquicias en Méxicosu efecto en el crecimiento del sistema franquiciador

  1. Jannett Ayup-González 1
  2. Esther Calderon-Monge 2
  1. 1 Universidad Autónoma de Tamaulipas, Tampico, México
  2. 2 Universidad de Burgos, Burgos, España
Revista:
Estudios Gerenciales: Journal of Management and Economics for Iberoamerica

ISSN: 0123-5923

Año de publicación: 2014

Volumen: 30

Número: 131

Páginas: 134-144

Tipo: Artículo

DOI: 10.1016/J.ESTGER.2013.12.003 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Estudios Gerenciales: Journal of Management and Economics for Iberoamerica

Resumen

Despite the considerable research franchise, incorporating elements of brand valuation is still insufficient. The franchise businesses stimulate economic development in emerging countries like Mexico. This paper attempts to analyze the signal value of the Mexican franchise brands in the growth of those who have been operating in Mexico during 2002-2008. Methodology was used panel data with 911 firms operating in the Mexican franchisor system. The results reflect an effect of endogeneity and negative growth in the sector. The franchise decision took into account the economic situation and size among other factors that confirm the theoretical arguments.

Fuente de los datos: Dialnet