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.
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页码：40 / 56
页数：17
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