INTEGRATING SOCIAL EXCHANGE THEORY AND ENGAGEMENT THEORY: A HOLISTIC APPROACH TO FRANCHISEE-FRANCHISOR RELATIONSHIPS
Franchisee–franchisor relationships are critical to the sustainability and success of franchise systems, influencing operational consistency and overall brand perception. This study integrates Social Exchange Theory (SET) and Engagement Theory (ET) into a unified conceptual framework that capture...
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| Format: | Article |
| Language: | English |
| Published: |
UUM PRESS
2025-07-01
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| Series: | Journal of Business Management and Accounting |
| Subjects: | |
| Online Access: | https://www.e-journal.uum.edu.my/index.php/jbma/article/view/26267 |
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| Summary: | Franchisee–franchisor relationships are critical to the sustainability and success of franchise systems,
influencing operational consistency and overall brand perception. This study integrates Social Exchange
Theory (SET) and Engagement Theory (ET) into a unified conceptual framework that captures both
transactional and relational dimensions of these relationships. Social Exchange Theory emphasizes
trust, reciprocity, and fairness as foundational principles that shape mutual obligations, while
Engagement Theory highlights the role of emotional and cognitive involvement as key drivers of
commitment and performance. The integration of these theories offers a holistic perspective on how
franchisee support services, leadership engagement, and regulatory frameworks interact to influence
brand equity. The proposed framework enhances SET by incorporating emotional engagement, and
extends ET through its inclusion of trust and fairness, thus bridging relational and engagement-based
theoretical perspectives. Franchisee engagement is positioned as a mediating variable, while regulatory
frameworks act as moderators in the enhancement of brand equity. This research employs structural
equation modeling (SEM) and thematic analysis to validate the model and suggests avenues for future
studies, particularly in addressing sector-specific challenges, cross-cultural dynamics, and the impact
of technological innovations. The findings contribute to both theoretical advancement and practical
strategies for fostering sustainable and competitive franchise ecosystems.
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| ISSN: | 2231-9298 2636-9249 |