The issues of co-branding among hospitality organizations / Nur Syuhaada Kharil Anuar

Retail co-branding is an increasingly popular form of growth in a maturing Malaysian franchising sector. There is a growing recognition of the issues of co- branding of synthesising qualitative research. In response to this, methods for undertaking these syntheses are currently being developed. Content analysis is a method that is often to analyse data in primary qualitative research. This paper reports on the use of this type of analysis in systematic reviews to bring together and integrate the findings of multiple qualitative studies.