The role of sports brands in niche sport subcultures
This research investigates the role of sports brands in niche sport subcultures, athletes' perception of brands and the role of brands in building group identity. The dissertation examines theory on 'subcultures of consumption', 'brand communities' and 'leisure activiti...
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| Format: | Others |
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Auckland University of Technology,
2011-10-05T02:22:41Z.
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| Online Access: | Get fulltext |