Value cocreation at sport events

Research question: Sport events by themselves do not create value. Yet, sport events can serve as platforms and provide resources that actor-networks integrate to cocreate value. The present study views sport events as an assemblage of diverse brands like event, athlete, sponsor, and place brands, and sheds light on the question of how their heterogeneous actor-networks cocreate value at sport events.Research methods: A multi-year case study of...