Title: Internationalisation of sports teams brands: the consumers' perspective

Authors: Marilyn Giroux; Frank Pons; André Richelieu

Addresses: John Molson School of Business, Concordia University, 1455 de Maisonneuve Blvd. West, Montreal (Quebec), H3G 1M8, Canada ' Faculté des Sciences de l'Administration, Laval University, 2425 rue de la Terrasse, Québec, G1V0A6, Canada; Kedge Business School, Domaine de Luminy BP 921, 13288 Marseille, France ' Faculté des Sciences de l'Administration, Laval University, 2425 rue de la Terrasse, Québec, G1V0A6, Cananda

Abstract: This paper tries to explain how consumers (fans) deal with an increasing offering of sport brands that tend to internationalise. In particular, we aim at better understanding how fans 'brand's perceptions are affected by the internationalisation process of their favourite sports team. Building on previous studies and using an empirical qualitative data collection performed among sports fans from three teams at various internationalisation stages and from different countries, emerging themes are presented. Results are also analysed and discussed.

Keywords: internationalisation; sport brands; professional sports teams; sports fans; brand perceptions; sport marketing.

DOI: 10.1504/IJBG.2013.055313

International Journal of Business and Globalisation, 2013 Vol.11 No.1, pp.1 - 18

Published online: 25 Jul 2013 *

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