RESEARCH ON THE INFLUENCE OF BRAND VALUE ON THE INTENTION TO MAINTAIN LONG-TERM RELATIONSHIPS IN FRANCHISING

Abstract

Brand value is an important factor that influences the intention to maintain long-term relationships in franchising. This paper evaluates the impact of brand
value on satisfaction and the intention to maintain long-term relationships in franchising. At the same time, this paper also examines the moderating role of
business environment instability in the relationship between satisfaction and the intention to maintain long-term relationships in franchising. Data were
collected through surveys of individuals working in the franchising industry, with 386 valid questionnaires coded and processed using SPSS and AMOS software.
The results show that brand value has a strong impact on satisfaction. Additionally, the study confirms the mediating role of satisfaction in the relationship
between brand value and the intention to maintain long-term relationships in franchising.