literature and SDL ○ Cooperation ○ Value cocreation ○ Service-dominant logic Developed SVF that provides 10 foundational premises on value cocreation in sport management and suggests three levels for its analysis Note . SRM = sport relationship marketing; NSO = National Sport Organizations; RM = relationship
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Gashaw Abeza, David Finch, Norm O’Reilly, Eric MacIntosh, and John Nadeau
Bridie Kean, David Fleischman, and Peter English
it a useful framework for supporting more holistic and robust service design. Indeed, Dickson et al.’s study contributes to the service agenda for sport, suggesting TSR and associated concepts (e.g., value cocreation, service-dominant logic), with a focus on well-being, as a germane refreshment to
Joon Ho Lim, Leigh Anne Donovan, Peter Kaufman, and Chiharu Ishida
athletes. In recent years, social media has played a central role in the way professional (and other elite) athletes communicate with the world and build their brands ( Cornish & Larkin, 2014 ; Wallace et al., 2011 ). Value cocreation is a central concept within the service-dominant logic literature
Damien Whitburn, Adam Karg, and Paul Turner
activities should be designed within a service dominant logic, with relationship management a major consideration. From the early 1990s, the concept of IMC has grown in acceptance and importance ( Kitchen, Brignell, Li, & Jones, 2004 ; Schultz, 1999 ). Concurrently, relationship marketing has developed into
Damien Whitburn, Chelsey Taylor, Paul Turner, and Adam Karg
effectively. The dIMC function delivered by sport organizations formed the focus of this research; however, the scale items, constructs, and framework are derived from relationship marketing and service-dominant logic marketing. These tools could be adapted and applied to service-based operations in both
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