Valor da marca em redes de microfranquias: o efeito Honeymoon

Resumo (EN)

The purpose of this article is to investigate whether the franchising time interferes with the perception of franchise brand value by the microfranchisee. For this, three aspects related to the perception of brand equity were approached: (1) advertising and promotion; (2) brand strength; and (3) customer loyalty capacity. The research carried out is descriptive, quantitative, with a survey methodology, with a sample of 197 microfranchisees, located in the States of São Paulo and Minas Gerais, in which the linear regression analysis technique was applied. The results found did not support the association between the independent variables (brand) and the dependent variable (franking time). The result contributes to the deepening of the understanding of the management of microfranchise networks, especially from the microfranchisee's perspective, and by the approach of the Life Cycle Theory in U - honeymoon - in the context of franchise chains, specifically in terms of franchising time.