Author:
Schwarzenberger Veronika,Hyde Kenneth
Abstract
This study investigates the role that sports brands play in building group identity within a niche sports subculture, via research from two different trail running events. Participants exhibit some of the characteristics of an activity-based subculture of consumption, and brands play a role in building group identity. A key factor that drives a serious leisure pursuit to become an activity-based subculture of consumption is identified as
high levels of socialising among participants.
Subject
Marketing,Finance,Business and International Management
Cited by
6 articles.
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