Document Type : Research Paper
Authors
1 Department of Physical Education, Faculty of Literature and Human Sciences, Vali-e-Asr University, Rafsanjan, Iran
2 Master's student in sports marketing management, Faculty of Literature and Humanities, vali- e-Asr University, Rafsanjan, Iran
3 Department of Sport science Faculty of Literature and Humanities University of Vali-e-Asr Rafsanjan Iran
Abstract
Introduction: Co-creation is the development of relationships between customers and organizations to create value for the organization's brand and a common action between them to design to develop a new product. The purpose of this study was to investigate the effects of knowledge-oriented leadership and innovation on value brand co-creation in sports clubs
Methods: This study was a descriptive-correlative type that was administered as a field study. The population of this study included all customers of sports clubs in Sistan and Baluchestan province. (un limited), that among them 384 persons selected by cluster sampling method. After determining validity and reliability, in order to data gathering use of knowledge-oriented leadership, innovation and value brand co-creation questionnaires. The data analyzed by method Partial Least Square
Results: Findings indicated that knowledge-oriented leadership and innovation has a direct and significant impact on value brand co-creation of sports clubs
Conclusion: According to the findings of this study, suggested to the managers and officials of organizations and sports clubs pay special attention to the development and promotion of knowledge-oriented leadership and innovation culture. These actions can lead to the improvement of value brand co-creation and the positive experience of athletes and customers in organizations, clubs and sports environments
Keywords
Main Subjects
)