Developing Brand Value Co-Creation Model in Football

In sporting services, the practice of delivering value to a shared value creature has changed and advocates are involved in brand value creation. Accordingly, the present study developed a brand value Co-Creation model in football. Mixed method was used to collect data and the population in the qualitative part was the experts in this field. Snowball sampling was conducted with 19 individuals and theoretical saturation was obtained. Based on the results of the interview, 9 concepts were found in the prerequisites section, 5 concepts in the co-creation section, and 5 in the outcomes section. A questionnaire was developed based on the qualitative part of the research. In the exploratory factor analysis, 8 antecedents of value creation and 5 dimensions of proponents of affirmative value were confirmed by eliminating low factor loadings. Furthermore, the effect of pro-value co-creation antecedents on value co-creation has been confirmed. In conclusion, it is necessary to develop a value proposition in the process of creating a brand equivalence to achieve economic and social values at the same time.