NAVIGATING LEADERSHIP AND REGULATION: A PATHWAY TO BRAND EXCELLENCE IN MALAYSIAN FRANCHISES
Keywords:
leadership engagement, Regulatory Frameworks, Brand Perception, Franchise Operations Malaysia,, Franchisee Satisfaction, Agency Theory, Innovation in FranchisingAbstract
This research study probes deeply into the detailed manner in which legal frameworks and leadership engagement shape brand perception through franchise operations, with special focus on the Malaysian environment. Anchored on formative theories such as Agency Theory (Eisenhardt, 1989), Social Exchange Theory (Blau, 1964), and Engagement Theory (Kahn, 1990), it discusses the way leadership engagement influences franchise support services to produce franchisee satisfaction. The study also seeks to find out how the regulatory frameworks moderate such relationships (Mohd Isa A. R., 2011). The research combines theoretical insights with practical applications in developing a conceptual framework that shows the means through which effective leadership (Abdullah, 2010) and supportive regulatory environments improve brand perception (Hashim, N., 2012). This study adds to the emergent literature on franchise management with actionable insights for franchisors, policymakers, and researchers seeking to optimize brand value with operational success in a competitive market.
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