Food service franchisors and their co‐branding methods Available to Purchase

The current paper describes various co‐branding methods that are available to franchisors and franchisees. The paper also presents an exploratory study that provides some insight into the activities in which franchisors in the food service industry may be willing to engage, in collaboration with other firms, when entering and maintaining co‐branding relationships. A sample of International Franchise Association (IFA) members was selected for the survey.