This research investigates the effect of of Relationship Quality and Franchisee Credibility on eCRM Implementation and Brand Adoption relationship within the context of Saudi franchising system. This study aims to examine in a quantitative method the impact of two mediating constructs namely; relationship quality and franchisee credibility on e-CRM implementation / brand adoption relationship. A Survey research method has been chosen to apply in this paper. The study found that that there is no relationship between relationship quality and brand adoption which reflects that the relationship between the employees and the franchisee do not affect the brand adoption at the study time. Second, the relationship between franchisee credibility and brand adoption is weak and not significant