Article in Journal ()
Szymoszowskyj A, Winand M, Kolyperas D & Sparks L (2016) Professional football clubs retail branding strategies, Sport, Business and Management: An International Journal, 6 (5), pp. 579-598.
Purpose: While some football clubs are recognised as popular brands, little is known about the way they leverage their brand in their merchandise retailing. This study draws on brand equity and supply chain management to address this gap by investigating retail branding strategies used by professional football clubs. In particular, it analyses the type of product merchandised, the reasons for selling certain products and the ways through which football clubs merchandise, including their partners in distribution channels.
brand equity; supply chain; distribution channels; retail branding strategies; football clubs
|Authors||Szymoszowskyj Adam, Winand Mathieu, Kolyperas Dimitrios, Sparks Leigh|
|Publication date online||14/11/2016|
|Date accepted by journal||25/08/2016|
Sport, Business and Management: an International Journal: Volume 6, Issue 5