The Co-Creation Model of the Brand Value for Professional Football Clubs and the Consequences

This study aimed to develop a model of the factors influencing the co-creation of brand value for professional football clubs and its consequences. This research was applied in nature and qualitative in method. The research population included sports management and marketing professors, and experts, as well as managers, vice presidents, and coaches from professional sports clubs. ۲۳ individuals were selected using theoretical sampling. Data was collected through semi-structured in-depth interviews and was analyzed using grounded theory (Glazer method). The research revealed ۳۸۵ primary codes in the open coding stage, which were then condensed into ۹۳ more abstract concepts and ۱۱ main categories in the selective coding stage. These were further categorized into two general categories: "factors influencing the co-creation of brand value for professional football clubs," consisting of ۶ components, and "implications for the co-creation of brand value for professional football clubs," consisting of ۵ components. In the theoretical coding stage, the final model of the research was developed. The findings suggest that managers and officials should develop appropriate strategies and take action to promote the co-creation of brand value for professional football clubs to reap its numerous benefits across various club departments.

کلیدواژه ها:

Brand value ، Co-creation ، grounded theory