Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Sport fans' roles in value co-creation (Forthcoming/Available Online)
Author(s): Kolyperas, Dimitrios
Maglaras, George
Sparks, Leigh
Contact Email:
Keywords: Service-dominant logic
goods-dominant logic
consumer culture theory
fan value co-creation
Issue Date: 15-Aug-2018
Citation: Kolyperas D, Maglaras G & Sparks L (2018) Sport fans' roles in value co-creation (Forthcoming/Available Online). European Sport Management Quarterly.
Abstract: Research question The sports industry has witnessed sustained growth. The cultural, symbolic and stakeholder-embedded nature of sport provides a dynamic setting for developing service research. In this context, an evolution in the logic of value creation can be observed; fans are no longer passive receivers of value but, instead, can be active value co-creators. The sport fan exhibits distinctive characteristics and an ability and willingness to integrate resources and co-produce value propositions, which necessitates an understanding of fan value co-creation. We answer one key research question: what is the role of fans in value co-creation in sports? We do so by conceptually exploring the processes through which sport fans co-create and provide value propositions. Research methods We use case exemplars to provide a base for the theoretical consideration of the role of sport fans in value co-creation. We verify and consolidate the service-dominant logic (SDL) in the sport context. However, due to the high level of abstraction of the SDL as a general theory, we utilize consumer culture theory (CCT) as a middle range theory (MRT) to bridge the gap between contextual descriptions of the role of fans and the SDL. Results and findings Fans evaluate, redefine and reposition value propositions in different sport settings. The three roles of assimilators, adaptors and authenticators in value co-creation are identified through five case exemplars. We extend the theoretical understanding of the processes through which sport fans co-create value. Implications Knowledge of the distinctive characteristics of sport fans and their roles in value co-creation will assist managers in developing effective marketing propositions. Our theoretical contribution will generate new lines of research in the field.
DOI Link: 10.1080/16184742.2018.1505925
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 European Sport Management Quarterly on 15 Aug 2018, available online:

Files in This Item:
File Description SizeFormat 
final.pdfFulltext - Accepted Version434 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.