Internationalisation and branding strategy: A Case of the English Premier League's success in an emerging market

Robert Hinson, Ellis L.C. Osabutey, John Paul Kosiba, Frederick Asiedu

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Abstract

Purpose - This paper sought to analyse how professional football clubs have attained success with internationalisation and branding strategies in foreign markets.
Design/methodology/approach - Based on an inductive approach, 27 semi-structured interviews were conducted in order to analyse the perceptions of Ghanaian fans of four English Premier League (EPL) teams.
Findings - The findings of this study highlights that the strength of professional football brand equity is jointly determined by the level of brand awareness, brand loyalty, and perceived quality. However, increasing competition in international markets require professional football clubs to clearly define their marketing strategies in order to improve upon how fans perceive them.
Originality/value - This paper is one of the few studies that employ country-of-origin paradigm and signalling theory to explain football brand equity building; thereby extending earlier work by Chanavat and Bodet (2009). Its empirical focus on Africa is also unique and provides evidence to suggest that global marketers have the opportunity to capitalise on market expansion opportunities in developing economies.

© 2020, Emerald Publishing Limited . This is an author produced version of a paper published in QUALITATIVE MARKET RESEARCH uploaded in accordance with the publisher’s self- archiving policy. The final published version (version of record) is available online at the link. Some minor differences between this version and the final published version may remain. We suggest you refer to the final published version should you wish to cite from it.
Original languageEnglish
JournalQualitative Market Research: An International Journal
DOIs
Publication statusPublished - 12 Feb 2020

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