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Keywords: subcultures of consumption
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2013) 15 (1): 35–51.
Published: 01 October 2013
... 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. © 2013 by Winthrop Publications Limited 2013 licensed reuse rights only...

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