Identifying Factors of Value Co-creation and Brand Effectiveness of Iran's Knowledge-Based Sports Companies

Subject Areas :

Ali Reza Amini ¹ , Mohammad Reza Moradi ² , Rasul Nazari ³

1 - PhD student in Sports Management, Faculty of Sports Sciences, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran
2 - Associate Professor of Sports Management; Sports Sciences Department, Shahrekord University, Shahrekord, Iran
3 - Associate Professor of Sports Management, Faculty of Sports Sciences, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran

Received: 2024-09-09 Accepted : 2024-11-02 Published : 2024-12-13

Keywords: Knowledge-based companies, Brand, Co-creation,

Abstract :

The purpose of this research was to identify the co-creating factors of value and brand effectiveness of Iran's knowledge-based sports companies. A qualitative research with a systematic exploratory approach was chosen. In this research, the statistical population included professors, experts, experts and experts involved in this field, and due to the interdisciplinary approach of the lifestyle issue, it included specialties in the field of sports, psychology and behavioral sciences, sociology, etc. To select the statistical sample, the sample members were first selected in a targeted manner and then as a snowball and continued until theoretical saturation (14 people). The research tools included systematic library study and structured exploratory interviews. The validity of the tool was evaluated and confirmed based on the legal and scientific validity of the sample, expert opinion and agreement between the correctors. MAXQDA software was used. The results of the analysis of the conducted interviews showed that the three main categories of regular physical activity, healthy nutrition and management are among the co-creating factors of value and brand effectiveness of Iran's knowledge-based sports companies. Therefore, according to the results of the research, it can be suggested that identifying the co-creating factors of value and brand effectiveness of Iran's knowledge-based sports companies is very important and vital for the growth and development of these companies.

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