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Purpose The purpose of this study is to investigate the relationship between employee values and knowledge management (KM) in sport organizations. Design/methodology/approach Data (N = 234) were collected online through a structured questionnaire from employees of 33 sport organizations in Iran. To test the hypotheses, Pearson correlation test and a regression analysis was conducted. Findings The results from the study revealed that there were significant relationships between employee values and KM. Both instrumental and terminal values significantly influenced KM. Research limitations/implications One limitation of this study is related to the generalizability of the results. Therefore, the current study is required to be replicated with other sport organizations in various sectors (public or private) to improve external validity of the results. Practical implications Based on this study, employees of sport organizations in developing countries tend to store knowledge more than sharing and applying it. The findings can be used by human resources and KM practitioners who are interested in developing organizational knowledge through employees’ values. Originality/value Through this study, the positive roles of employee instrumental and terminal values, as the key drivers in determining intangible assets in organizations, were found.

Purpose Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty. Design/methodology/approach In total, 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures and structural equation modeling was carried out to test the hypotheses. Findings The findings of this study show that three attributes of athlete brand image (e.g. marketable lifestyle, athletic performance and attractive appearance) positively influenced fan loyalty. Research limitations/implications To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g. athletic skills, competition style and excellence in sport) and off-field performance (e.g. engagement with fans, community involvement, public relation and charity activities). Originality/value This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.

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