프랜차이즈 본부의 수직적 제한이 매출에 미치는 영향: 재판매가격 유지와 광고제한을 중심으로

Franchise systems have rapidly grown worldwide and established themselves as major distribution structures, yet debates continue regarding vertical restraints between franchisors and franchisees. While franchisors implement vertical restraints such as resale price maintenance(RPM) and advertising restrictions to maintain brand consistency and quality, these practices may infringe upon franchisee autonomy and impair market responsiveness. Existing studies have shown conflicting results regarding the effects of vertical restraints. Particularly, empirical research examining how the effects of vertical restraints change over time from a dynamic perspective, specifically according to relationship duration, remains severely limited. Moreover, few studies have distinguished between price control mechanisms and non-price control mechanisms to identify their differential effects. This study empirically analyzes the impact of franchisors' RPM and advertising restrictions on headquarters sales and investigates the moderating role of relationship duration. Data were collected through surveys of 183 franchise outlets with more than six months of operation, along with headquarters sales data from the Korea Franchise Association. Hierarchical regression analysis was employed to test the hypotheses. The findings reveal that RPM has a positive effect on headquarters sales, with this effect strengthening as relationship duration increases. Conversely, advertising restrictions negatively impact headquarters sales, showing a U-shaped pattern where the negative effect initially increases with relationship duration but eventually turns positive in very long-term relationships. This study contributes to vertical restraints theory by empirically demonstrating the dynamic effects of vertical restraints, while practically suggesting the need for differentiated vertical restraint strategies that consider relationship duration.