Co-creation of Customer Brand Value-Based and Temporal Risk of Online Brand Communities in Sportswear Industry
محل انتشار: مجله کسب و کار در ورزش، دوره: 3، شماره: 2
سال انتشار: 1402
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 170
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شناسه ملی سند علمی:
JR_SPBJ-3-2_002
تاریخ نمایه سازی: 29 اردیبهشت 1402
چکیده مقاله:
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, ۶۲ 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.
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نویسندگان
محمد هادی عسگری
Assistant Professor, Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.