|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Exploring value co-creation in Fan Fests: the role of fans|
|Citation:||Kolyperas D & Sparks L (2018) Exploring value co-creation in Fan Fests: the role of fans. Journal of Strategic Marketing, 26 (1), pp. 71-84. https://doi.org/10.1080/0965254X.2017.1374298|
|Abstract:||Fan Fests have recently provided various opportunities for host cities, organizers, sponsorsand fans, manifesting a modern intersected third place service setting (other than a stadium)where varied stakeholders can co-create value and sport experience and consumption can takedifferent forms and shapes. Yet, although Fan Fests are becoming integral parts of megaevents,research has fallen short of capturing the unique nature of such value co-creationecosystem, and the role of fans in such value co-creation environment. This paper takes upthis challenge and explores the still evolving nature of the Fan Fest, using a primarilyconsumer and participant focused approach in order to explore the experiences of a Fan Festand address questions of event construction, participation, organisation and consumption.Drawing on SDL and CCT perspectives we situate the role of fans in value co-creation in FanFests and provide implications for management and future research|
|Rights:||This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Strategic Marketing on 03 Nov 2017, available online: http://www.tandfonline.com/10.1080/0965254X.2017.1374298|
|Fan Fest Journal of Strategic marketing Final submitted version.pdf||Fulltext - Accepted Version||509.24 kB||Adobe PDF||View/Open|
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