The Impact of Brand Image, Brand Credibility, and Brand Commitment on the Purchasing Decisions of Potential Franchisees
DOI:
https://doi.org/10.55164/ecbajournal.v18i2.276072Keywords:
Franchise, Brand Image, Brand Credibility, Brand Commitment, Purchase DecisionAbstract
This study aimed to investigate the impact of brand image, brand credibility, and brand commitment on potential franchisees' franchise purchasing decisions. A total of 307 samples were gathered using the convenience sampling method from the visitors to the International Franchise Business Expo. Data were analyzed using percentage, mean, standard deviation, Pearson correlation, and multiple regression. The findings showed that brand commitment has a direct impact on potential franchisees' purchasing decisions. Brand image and brand credibility had a positive impact on brand commitment but had no effect on purchasing decisions. The study provides a complementary perspective of relationship marketing and signaling theory in franchising. Franchisors may employ these insights to enhance the effectiveness of their brand management to achieve sustainable business success.
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