The role of sports brands in niche sports subcultures
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 October 2013
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.
Keywords
Citation
Schwarzenberger, V. and Hyde, K. (2013), "The role of sports brands in niche sports subcultures", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 1, pp. 35-51. https://doi.org/10.1108/IJSMS-15-01-2013-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2013 by Winthrop Publications Limited