Search results

This chapter brings the book to a close by summarising the overall argument and looking to the future of commodified lifestyle sports and post-industrial cities under an ailing capitalist economy. Most importantly, it calls upon academics to abandon concepts of resistance and social scientific approaches rooted in symbolic interactionism and discursive meanings in order to return to a critical analysis of the real generative mechanisms of political economy. This chapter closes with a brief epilogue that returns to the traceurs and the parkour community in this study one year after the ethnographic fieldwork ended.

This paper addresses innovations based on open source or non‐proprietary knowledge. Viewed through the lens of private property theory, such agency appears to be a true anomaly. However, by a further turn of the theoretical kaleidoscope, we will show that there may be perfectly justifiable reasons for not regarding open source innovations as anomalies. The paper is based on three sectorial and generic cases of open source innovation, which is an offspring of contemporary theory made possible by combining elements of the model of private agency with those of the model of collective agency. In closing, the paper addresses implications for further research, practitioners and other policy‐makers.

The World Wide Web is like a huge country, dotted with hundreds of thousands of sites, and each site contains some information. Despite the size of this country, transportation from any site to another requires only a mouse click and under the right conditions takes just a few moments.

There has been an increase in surf tourism, as surfing has gained more international prominence and popularity. Many individuals travel to surf competitions as a form of leisure activity and enhance business connections. The purpose of this study is to examine the entrepreneurial intentions of tourists at a surf event by focusing on lifestyle entrepreneurs.

A case study methodology of the Bells Beach surf contest, Australia, was conducted via semi-structured, in-depth interviews of surf tourists to explore their entrepreneurial behaviour.

Results reveal that many surf tourists are interested in surfing as a leisure activity but others see the potential business opportunities of the sport.

This study fills a gap in the literature between lifestyle entrepreneurship and surf tourism by highlighting the role of entrepreneurial intentions for developing tourism business activities. Management implications for surf tourism entrepreneurs and tourism bodies are discussed along with suggestions for future research.

Tobacco sponsorship of sports has increasingly been cast as a public issue on the grounds that it supports pediatric smoking by circumventing advertising restrictions and communicating positive brand information to children(28,31,32). Research on tobacco sponsorship effects on children is as yet inconclusive, but growing evidence suggests that sponsorship is an effective medium for building cigarette brand awareness and image among under‐aged youth. Research in this area has been inconclusive in part because it lacks a unified framework in which the various contributions of sponsorship to brand knowledge and use can be analysed holistically. This paper proposes that the brand equity concept(1,2,18) provides such a framework. The paper reviews previous research on tobacco sponsorship and children, and presents findings from a study that assessed the relative contribution of sponsorship to brand awareness among fourteen year‐olds (n=366) in Dunedin, New Zealand. The value of sponsorship‐derived cigarette brand knowledge among youth is expressed in terms of Keller's(18) concept of customer‐based brand equity. The study found that children's awareness of tobacco brands and tobacco sponsorships varied according to their smoking experience, sports interests and gender. Cigarette brands with the strongest event associations were those that sponsored events that had a high appeal for the youth in the study. The brands with the highest unaided recall levels were those that were prominently shown in point of purchase displays in stores frequented by the youth, and included those with the highest sponsorship profiles. The research demonstrates that tobacco companies can achieve significant brand recall among children through sport sponsorship, as well as interest‐based (lifestyle) segmentation and targeting benefits, and brand positioning (personality) benefits. The findings have implications for public policy and industry practice. In policy terms, if the goal of tobacco advertising prohibitions is to denormalise smoking by restricting the positive promotional imagery of cigarettes, then sport sponsorship and point of purchase displays need to be incorporated into advertising legislation. In terms of industry practice, the fact that tobacco sponsorship reaches and influences under‐aged youth stands to be a matter of concern for any entity that does not want this social burden. It is recommended that corporations considering involvement in a tobacco‐sponsored event should evaluate the reach of the event and the potential effects of its promotions on youth. Where a youth‐interest connection has been demonstrated for the event, corporations should weigh the social risks and costs of the sponsorship. For non‐tobacco related entities these costs include the potential negative impacts of tobacco‐linked event cross‐promotions on their own brands and corporate image.

This study involved analysis of the consumption behaviours of spectators in the K-League (South Korea). Its dual purpose was to cluster spectators into homogeneous groups on the basis of attitudes towards game attendance, and to define the segments obtained on the basis of the demographic and lifestyle profiles of the spectators. Multiple steps were taken to analyse the data from a survey of 967 spectators. This revealed four distinct groups - promotion-concerned, place-concerned, price-concerned and indifferent.

The activewear industry would benefit from an evidence-based understanding of how activewear is incorporated into women’s lives and their changing participation in physical activity. Activewear brands may be missing the trend of women moving from organised sport to non-organised and individualised sport and recreation. The purpose of this paper is to explore the degree to which academic and industry research understood patterns and influences on female’s activewear consumption and identified what significant gaps are evident in understanding the drivers and industry trends that pertain to female consumers of activewear.

The systematic literature review sought academic and industry research papers. Articles were selected if they included female participants; and/or addressed consumer related information; and focussed on active wear. Article findings were thematically analysed.

Most literature exploring activewear consumption fails to take gender into consideration or explore unique female consumer profiles. Females are bringing activewear into other parts of their wardrobe and place more value on fashion, even for sports attire. Research identified the need for activewear brands to consider lifestyle, emotional and personality elements of consumer behaviour. However a specific focus on women’s branding was absent. Women’s age and generation influenced their activewear consumption. Although some industry reports discussed the shift in use of activewear, no studies explored the impact of the critical shift in women’s physical activity patterns on the activewear industry.

This review identifies the gap in knowledge regarding women’s activewear consumption patterns and needs, and the importance of reflecting the changes in female physical activity participation. It also links marketing and design of women’s activewear to the needs of female consumers based on their actual patterns and trends in physical activity. The findings are relevant to activewear researchers, brands, marketers and producers.