Croonen, Evelien, Van der Bij, Hans, Perigot, Rosenn, Herrbach, Olivier and Akremi, Assâad El (2022) Who wants to be a franchisee? Explaining individual intentions to become franchisees. International Small Business Journal, vol. 40 (n° 1). pp. 90-112.

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Identification Number : 10.1177/02662426211013669


An important challenge for franchisors is to find individuals with strong intentions to become franchisees that they can actively support in this ambition. We contribute to franchising research by developing and testing a model to explain individual intentions to become franchisees as a specific type of entrepreneurial intention (EI). We combine Achievement Motivation Theory (AMT) with the Theory of Planned Behaviour (TPB) to propose inverted U-shaped associations between individual motivations (i.e. need for achievement and risk-taking propensity), their cognitive assessments of franchising (i.e. attitude towards franchising and perceived behavioural control), and their EI regarding franchising. Our survey of 666 individuals demonstrates that need for achievement impacts attitude towards franchising and perceived behavioural control regarding franchising following respectively inverted U-shaped and declining positive relationships, and they partly mediate the relationships between need for achievement and EI regarding franchising. We find a negative linear association with attitude towards franchising.

Item Type: Article
Language: English
Date: February 2022
Refereed: Yes
Place of Publication: London.
Uncontrolled Keywords: achievement motivation theory, entrepreneurial intentions, franchising, theory of planned behaviour
Subjects: C- GESTION
Divisions: TSM Research (Toulouse)
Site: UT1
Date Deposited: 03 Feb 2022 09:21
Last Modified: 21 Apr 2023 12:17
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