Szymoszowskyj, Adam; Winand, Mathieu; Kolyperas, Dimitrios - In: Sport, Business and Management: An International Journal 6 (2016) 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. To address this gap the purpose of this paper is to investigate retail branding strategies used by professional football clubs through brand...