Search

The present research, drawing on the Signaling Theory, proposes a mediation model, focusing on threefold: (i) the direct relationship between brand innovativeness and brand trust, (ii) the mediating effect of MBE, and (iii) a comprehensive measurement of MBE. As a result, brand innovativeness shows no direct influence on brand trust. However, it is found that such a relationship is fully mediated by MBE, which stresses the importance of this mechanism. The study contributes to extant knowledge with a deeper understanding of how brand innovativeness affects brand trust in consideration of the mediating role of MBE in the mobile booking context. Also, the validation of the MBE measurement scale with six dimensions provides valuable insights into the literature of experiential conceptualization. Accordingly, several managerial implications are discussed. [ABSTRACT FROM AUTHOR]

This study validated the scale originally developed in Taiwan for measuring satisfaction of foodservice franchisees with support provided by franchisors in mainland China. Data for validation were collected by means of a questionnaire distributed to foodservice franchisees in Shanghai and Xiamen, China respectively, and analyzed through confirmatory factor analysis. The findings showed that the proposed measurement scale is applicable across the two regions with acceptable model fit indices. In addition, this study examined the differences of franchisees' perception on support provided by franchisors in Taiwan and China. The findings in this research not only advanced scholarly understanding and theory in franchising but also provided useful insight for foodservice stakeholders seeking to expand their market by franchising in these two regions. [ABSTRACT FROM AUTHOR]