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Keywords: group identity
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Journal Articles
The role of sports brands in niche sports subcultures
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2013) 15 (1): 35–51.
Published: 01 October 2013
...Veronika Schwarzenberger; Kenneth Hyde 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...
