Fairness in franchisor–franchisee relationship: an integrative perspective

Purpose This paper aims to elucidate and extend the concept of power and fairness in the context of franchisor–franchisee relationship. Design/methodology/approach On the basis of Dul and Hak’s (2007) recommendations, the conceptual model is developed from closely related domains (e.g. channel relationship) using pertinent theories. On the basis of this comprehensive analysis, new propositions about fairness in a franchisee–franchisor context...