محمد هادی عسگری - Assistant Professor, Department of Business Management, Tonekabon Branch, Islamic Azad University, Tonekabon, Iran.

Purpose: The purpose of the research was to analyze the role of documenting the co-creation of customer brand value based on the perceived risk in the sportswear industry.Methodology: Qualitative analysis was used. So, eleven interviews with e-commerce experts in Iran have been done. They were selected purposefully and collected data through semi-structured interviews. After analyzing the data, ۶۲ basic themes were extracted, and six comprehensive themes were obtained.Findings: We showed that the antecedents of co-creation of customer brand value based on the perceived risk in the sportswear industry include six comprehensive themes. They have customer-building behaviors, corporate branding, customer emotional perception, value creation, communication marketing, and expected risk. We argued that different dimensions of customer value co-creation could be influential in developing online businesses, especially in the sportswear industry.Originality: This research discusses the analysis and documentation of customer brand value co-creation based on the time risk of online brand communities in the sportswear industry.

Co-creation of Brand Value, Online Brand Communities, Sportswear, Time Risk