摘要： This study explores the relationship between franchisee role perception and importance given to various expectations associated with franchising (i.e., franchisor-support, independence, franchisor's market value, being entrepreneurial, and family). The data for this study were collected from franchisees in the Taiwan franchise industry. The results indicate that Taiwanese franchisees who have a balanced (and high) role perception about being a franchisee (i.e., franchisee is both an owner and a manager) gave more importance to the focal expectation dimensions. Next, all three franchisee groups gave highest importance to franchisor's market value, followed by franchisor support, independence, family, and the lowest importance to being entrepreneurial. These findings have interesting implications for role clarification and formation and fulfillment of franchisee expectations, especially in international markets. 出版者： Binghamton: Taylor & Francis Group 出版日期： 2013-04 出處： Journal of marketing channels, 2013-04, Vol.20 (1-2), p.169-184 資源來源： Taylor & Francis Journals Auto-Holdings Collection 版權： Copyright Taylor & Francis Group, LLC 2013 版權： Copyright Taylor & Francis Group 2013 識別號： ISSN: 1046-669X 識別號： ISSN: 2694-3980 識別號： EISSN: 1540-7039 識別號： EISSN: 2694-3999 識別號： DOI: 10.1080/1046669X.2013.747867
