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

    Accepted author manuscript, 332 KB, PDF-document

    Embargo ends: 31/12/99


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.
Original languageEnglish
JournalQualitative Market Research: An International Journal
StateAccepted/In press - 17 Dec 2018

ID: 1180245