The role of sports brands in niche sports subcultures

被引：1

作者：

Schwarzenberger, Veronika ^{[1
]}

Hyde, Kenneth ^{[2
]}

机构：

[1] AUT Univ, Master Business Course, Auckland, New Zealand

[2] AUT Univ, Fac Business & Law, Auckland 1142, New Zealand

来源：

INTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP | 2013年 / 15卷 / 01期

关键词：

sports brands; subcultures of consumption; group identity; niche sports; CONSUMPTION; IDENTITY; MEANINGS; AUTHENTICITY;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

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页码：40 / 56

页数：17

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