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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