The role of sports brands in niche sport subcultures

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Title

The role of sports brands in niche sport subcultures

Content partner

Auckland University of Technology

Collection

Tuwhera

Description

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 activities’. The research is based on two contrasting cases and adopts an ethnographic approach. The researcher participated in two trail running events, the XTerra Trail Festival in Rotorua and the t42 Central Plateau event at Nationa...

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Format

Research paper

Research format

Thesis

Thesis level

Masters

Date created

2011

Creator

Schwarzenberger, Veronika

URL

https://openrepository.aut.ac.nz/handle/10292/2225

Related subjects

Ethnography / Subculture of consumption / Sport subculture / Brand community / Brands and group identity / Trail running

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