Sport Management Journal

The Impact of knowledge-oriented Leadership and Innovation on Value Brand Co-creation in Sports clubs

Articles in Press

Document Type : Research Paper

Authors

sayyed jalil miryousefi 1
Mahla Mollashahi 2
Hossain Bakhshandeh 3

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

10.22059/jsm.2026.379719.3339
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

Brand value co-creation
Knowledge-oriented Leadership
Innovation
Sports Clubs
Subjects
Sport Management Journal

Articles in Press, Accepted Manuscript
Available Online from 25 January 2026

  • Receive Date 30 July 2024
  • Revise Date 20 January 2026
  • Accept Date 25 January 2026

Article View 1,393

Home

Guide for Authors

Submit Manuscript

Reviewers

Contact Us