Co-creation of Customer Brand Value-Based and Temporal Risk of Online Brand Communities in Sportswear Industry
| Autor: | Mohammad Hadi Asgari |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Sports Business Journal, Vol 3, Iss 2, Pp 27-47 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2783-543X 2783-4174 |
| DOI: | 10.22051/sbj.2023.43172.1079 |
| Popis: | Purpose: The purpose of the research was to analyze the role of documenting the co-creation of customer brand value based on the perceived risk in the sportswear industry.Methodology: Qualitative analysis was used. So, eleven interviews with e-commerce experts in Iran have been done. They were selected purposefully and collected data through semi-structured interviews. After analyzing the data, 62 basic themes were extracted, and six comprehensive themes were obtained.Findings: We showed that the antecedents of co-creation of customer brand value based on the perceived risk in the sportswear industry include six comprehensive themes. They have customer-building behaviors, corporate branding, customer emotional perception, value creation, communication marketing, and expected risk. We argued that different dimensions of customer value co-creation could be influential in developing online businesses, especially in the sportswear industry.Originality: This research discusses the analysis and documentation of customer brand value co-creation based on the time risk of online brand communities in the sportswear industry. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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