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Keywords: Networks
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Journal Articles
Co-branding drivers between professional sport organizations and on-field sports apparel sponsors
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (5): 985–1001.
Published: 28 August 2023
... parties cannot create and/or deliver value independently (Cook et al., 2021 ; Buser et al., 2020). Value co-creation is therefore a consequence of an organization's “simultaneous embeddedness within multiple dyads, triads, complex networks and service ecosystems” (Chandler and Vargo...
