Sport fans’ roles in value co-creation

Abstract

ABSTRACTResearch 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.