Advertising strategies in a franchise system

An Examination of Selected Marketing Mix Elements and Brand Equity

Bong-Goo Yoo, Naveen Donthu, Sungho Lee · Journal of the Academy of Marketing Science · 2000 · 3.3K citations

Business, Marketing, Marketing Management +14

The Division of Labor is Limited by the Extent of the Market

George J. Stigler · Journal of Political Economy · 1951 · 1.7K citations

Social Sciences, Business Economics, Economics +8

Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value

Ruth N. Bolton, P.K. Kannan, Matthew D. Bramlett · Journal of the Academy of Marketing Science · 2000 · 1.2K citations

Business, Marketing, Marketing Management +16

The Theory of the Firm and the Structure of the Franchise Contract

Paul H. Rubin · The Journal of Law and Economics · 1978 · 1K citations

Business, Business Economics, Contract Theory +11

The Economics of Franchise Contracts

G. Frank Mathewson, Ralph A. Winter · The Journal of Law and Economics · 1985 · 599 citations

Business, Business Economics, Economics +13