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Asgari, Mohammad Hadi. (1402). Co-creation of Customer Brand Value-Based and Temporal Risk of Online Brand Communities in Sportswear Industry. جلوه هنر, 3(2), 27-47. doi: 10.22051/sbj.2023.43172.1079
Mohammad Hadi Asgari. "Co-creation of Customer Brand Value-Based and Temporal Risk of Online Brand Communities in Sportswear Industry". جلوه هنر, 3, 2, 1402, 27-47. doi: 10.22051/sbj.2023.43172.1079
Asgari, Mohammad Hadi. (1402). 'Co-creation of Customer Brand Value-Based and Temporal Risk of Online Brand Communities in Sportswear Industry', جلوه هنر, 3(2), pp. 27-47. doi: 10.22051/sbj.2023.43172.1079
Asgari, Mohammad Hadi. Co-creation of Customer Brand Value-Based and Temporal Risk of Online Brand Communities in Sportswear Industry. جلوه هنر, 1402; 3(2): 27-47. doi: 10.22051/sbj.2023.43172.1079

Co-creation of Customer Brand Value-Based and Temporal Risk of Online Brand Communities in Sportswear Industry

Sports Business Journal
دوره 3، شماره 2 - شماره پیاپی 6، مرداد 2023، صفحه 27-47    اصل مقاله (819.02 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22051/sbj.2023.43172.1079
نویسنده
Mohammad Hadi Asgari*
Assistant Professor, Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.
چکیده
Purpose: The purpose of the research was to analyze the role of documenting the co-creation of customer brand value based on the perceived risk in the sportswear industry.
Methodology: Qualitative analysis was used. So, eleven interviews with e-commerce experts in Iran have been done. They were selected purposefully and collected data through semi-structured interviews. After analyzing the data, 62 basic themes were extracted, and six comprehensive themes were obtained.
Findings: We showed that the antecedents of co-creation of customer brand value based on the perceived risk in the sportswear industry include six comprehensive themes. They have customer-building behaviors, corporate branding, customer emotional perception, value creation, communication marketing, and expected risk. We argued that different dimensions of customer value co-creation could be influential in developing online businesses, especially in the sportswear industry.
Originality: This research discusses the analysis and documentation of customer brand value co-creation based on the time risk of online brand communities in the sportswear industry.
کلیدواژه‌ها
Co-creation of Brand Value؛ Online Brand Communities؛ Sportswear؛ Time Risk
عنوان مقاله [English]
مستندسازی هم آفرینی ارزش برند مشتری مبتنی بر ریسک زمانی جوامع برند آنلاین در صنعت پوشاک ورزشی
نویسندگان [English]
محمد هادی عسگری
استادیار، گروه مدیریت بازرگانی، واحد تنکابن، دانشگاه آزاد اسلامی، تنکابن، ایران.
چکیده [English]
هدف: هدف از اجرای پژوهش، تحلیل نقش مستندسازی هم آفرینی ارزش برند مشتری مبتنی بر ریسک ادراک شده در صنعت پوشاک ورزشی بود.
روش: در این پژوهش به تحلیل کیفی مصاحبه با 11 نفر از خبرگان و صاحبنظران حوزه تجارت الکترونیک در ایران پرداخته است. این افراد به صورت هدفمند انتخاب شدند و از طریق مصاحبه‌های نیمه ساختاریافته داده‌ها گردآوری شدند. پس از تحلیل داده‌ها 62 مضمون پایه استخراج، و از میان این مضامین 19 مضمون سازمان دهنده و 6 مضمون فراگیر به دست آمدند.
یافته‌ها: یافته‌های این پژوهش بیانگر این است که پیشایندهای هم آفرینی ارزش برند مشتری مبتنی بر ریسک ادراک شده در صنعت پوشاک ورزشی شامل 6 مضمون فراگیر شامل رفتارهای مشتری ساز، برندسازی شرکتی، ادراک عاطفی مشتری، خلق ارزش، بازاریابی  ارتباطی، ریسک مورد انتظار می‌باشند. بنابراین، ابعاد مختلف هم آفرینی ارزش مشتری می‌تواند در توسعه کسب و کارهای آنلاین به‌ویژه صنعت پوشاک ورزشی نقش موثری داشته باشد.
اصالت و ابتکار مقاله: این پژوهش مستندسازی ارزش برند مشتری را بر اساس ریسک زمانی جوامع برند آنلاین در صنعت پوشاک ورزشی مورد بحث قرار داده است.
کلیدواژه‌ها [English]
هم آفرینی ارزش برند, ریسک زمانی, جوامع برند آنلاین, پوشاک ورزشی
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آمار
تعداد مشاهده مقاله: 376
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