Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/24186
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dc.contributor.authorSzymoszowskyj, Adamen_UK
dc.contributor.authorWinand, Mathieuen_UK
dc.contributor.authorKolyperas, Dimitriosen_UK
dc.contributor.authorSparks, Leighen_UK
dc.date.accessioned2017-09-27T22:27:01Z-
dc.date.available2017-09-27T22:27:01Z-
dc.date.issued2016en_UK
dc.identifier.urihttp://hdl.handle.net/1893/24186-
dc.description.abstractPurpose: 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. Design/methodology/approach: A qualitative approach was undertaken involving content analysis of 22 Scottish professional football clubs’ websites and annual reports, and semi-structured interviews with seven football clubs retail managers and four supply chain partners. Transcribed data was coded and thematically organised through an inductive process using the qualitative data analysis software NVivo 10.  Findings: Three types of merchandise have been identified, basic, fashion and short season. Building brand equity is considered the main motive for retailing merchandise. Some football clubs use intermediaries or outsourcers to respond to sudden consumer demands and to ensure high levels of service, whereas others have an integrated supply chain which allows for greater control.  Research limitations/implications: This paper contributes to the discussion on the role of retailing in football club brand equity. It suggests initiating intermediaries in the distribution channels to build brand equity thus enabling clubs to become more responsive to consumer demand.  Originality/value: This is the first paper to look at retail branding strategies of professional football clubs.en_UK
dc.language.isoenen_UK
dc.publisherEmeralden_UK
dc.relationSzymoszowskyj 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. https://doi.org/10.1108/SBM-09-2016-0048en_UK
dc.rightsPublisher policy allows this work to be made available in this repository. Published in Sport, Business and Management: An International Journal, Vol. 6 Iss: 5, pp.579-598 by Emerald. The original publication is available at: https://doi.org/10.1108/SBM-09-2016-0048. This article is deposited under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). Any reuse is allowed in accordance with the terms outlined by the licence (https://creativecommons.org/licenses/by-nc/4.0/). To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emeraldinsight.com.en_UK
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/en_UK
dc.subjectbrand equityen_UK
dc.subjectsupply chainen_UK
dc.subjectdistribution channelsen_UK
dc.subjectretail branding strategiesen_UK
dc.subjectfootball clubsen_UK
dc.titleProfessional football clubs retail branding strategiesen_UK
dc.typeJournal Articleen_UK
dc.identifier.doi10.1108/SBM-09-2016-0048en_UK
dc.citation.jtitleSport, Business and Management: An International Journalen_UK
dc.citation.issn2042-678Xen_UK
dc.citation.volume6en_UK
dc.citation.issue5en_UK
dc.citation.spage579en_UK
dc.citation.epage598en_UK
dc.citation.publicationstatusPublisheden_UK
dc.citation.peerreviewedRefereeden_UK
dc.type.statusAM - Accepted Manuscripten_UK
dc.author.emailmathieu.winand@stir.ac.uken_UK
dc.citation.date14/11/2016en_UK
dc.contributor.affiliationUniversity of Stirlingen_UK
dc.contributor.affiliationSporten_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.identifier.isiWOS:000388970000006en_UK
dc.identifier.wtid550309en_UK
dc.contributor.orcid0000-0001-8045-0279en_UK
dc.contributor.orcid0000-0002-9280-3219en_UK
dc.date.accepted2016-08-25en_UK
dcterms.dateAccepted2016-08-25en_UK
dc.date.filedepositdate2016-09-10en_UK
rioxxterms.apcnot requireden_UK
rioxxterms.typeJournal Article/Reviewen_UK
rioxxterms.versionAMen_UK
local.rioxx.authorSzymoszowskyj, Adam|en_UK
local.rioxx.authorWinand, Mathieu|0000-0001-8045-0279en_UK
local.rioxx.authorKolyperas, Dimitrios|en_UK
local.rioxx.authorSparks, Leigh|0000-0002-9280-3219en_UK
local.rioxx.projectInternal Project|University of Stirling|https://isni.org/isni/0000000122484331en_UK
local.rioxx.freetoreaddate2016-11-14en_UK
local.rioxx.licencehttp://www.rioxx.net/licenses/under-embargo-all-rights-reserved||2016-11-14en_UK
local.rioxx.licencehttp://creativecommons.org/licenses/by-nc/4.0/|2016-11-14|en_UK
local.rioxx.filenamePaper Retail Branding in Football SBM 2016.pdfen_UK
local.rioxx.filecount1en_UK
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