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Keywords: Value co-creation
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Journal Articles
Corporate social responsibility interactivity and fan loyalty: exploring value-in-use in digital sports communities
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2026) 27 (1): 154–173.
Published: 12 September 2025
...Fong-Jia Wang; Weisheng Chiu; Heetae Cho Purpose This study explores how corporate social responsibility (CSR) interactivity on social media affects value co-creation among sports fans and enhances the sustainable management of professional sports organizations. Design/methodology/approach...
Journal Articles
Corporate social responsibility as a risk insurance strategy for sports sponsorships
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2026) 27 (1): 135–153.
Published: 11 August 2025
... Publishing Limited Licensed re-use rights only Value co-creation Service-dominant logic Doping Sponsorship-linked marketing Engagement platform The process of value co-creation is generally positively connotated, but actors’ behavior can also diminish the value co-created by other actors...
