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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 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.

Sporting events are the core of sport tourism. However, when it comes to business models (BM) in the context of event sport tourism, that is, how value is created and delivered at events, there is an obvious lack of research. The purpose of this paper is to deepen the understanding of BMs in the specific context of event sport tourism.

Focusing on trail-running sport events which are rapidly growing in popularity, the paper assesses actual events relative to the existing conceptual BM framework by using the analytical possibilities of the multiple-case study and by applying the interview and observation methods.

The results indicate that the core logic of the examined event-related sport tourism practices is very similar, although there are some significant differences. In addition, this study raises questions concerning potential modifications within the applied framework. Primarily, these relate to the partner network being identified as a second-order theme and an independent BM category and, communication with stakeholders (primarily with competitors), as a key process within the event BM.

This paper focuses on under-researched topics in the context of tourism, that is, the BM concept in relation to event sport tourism in general and trail-running sport tourism in particular. The paper provides a better understanding of the BM concept as a whole, and trail-running event sport tourism suppliers could benefit from the research findings by potentially avoiding business mistakes.

To outline the experiential nature of hidden mental illnesses (or “invisible disabilities”) in sport and physical cultures. A sociological account is given of how people living with a hidden mental illness or disorder manage their identities in physical culture.

The chapter begins by addressing the role of social stigma as a barrier to sport and exercise participation for young people living with hidden mental illnesses. From there, and venturing beyond typical sociological tropes about social stigma, the chapter presents ethnographic findings from a study of people living with epilepsy and their tactical uses of a range of physical cultures to craft their selves in innovative ways.

People living with so-called simple or nonmajor “hidden/invisible” disabilities are often overlooked as a differential needs population with sport and health zones. The people in this study identify how the desire to be mobile, self-expressive, and authentic through the physical activity pursuits is important yet unavailable to them in a wide range of sport, leisure, and health fields because of the ways in which these places privilege particular types of brain and bodies. Through their own self-styled physical cultural involvements, however, these people challenge the dominance of sport-based model of health promotion in broader culture and disrupt dominant ideological frames that privilege the normative, rational, calculating, and predictable brain in athletic zones.

The importance of identifying persons who may not participate in sport and physical culture due to perceived and felt stigma is highlighted. In addition, developing creative strategies and programs for these populations is underscored.

The purpose of this paper is to test: the applicability of Aaker’s (1997) brand personality model in the context of mountain running races; and the influence of event personality on event involvement and loyalty.

In total, 177 runners (n=177) at two mountain running races participated in the study and filled the brand personality (Aaker, 1997) and leisure involvement (Kyle et al., 2004a, b) questionnaires.

The confirmatory factor analysis provided support for the factorial validity of the brand personality and event involvement models. The analysis confirmed also the structural model. Four of the five personality facets (excitement, competence, ruggedness and sincerity) significantly influenced the three dimensions of event involvement, which in their turn influenced event loyalty (intention to participate and W-O-M communications).

The topic of brand personality is important for building brand equity and guiding market positioning in the growing running races sector. The current study provides event organizers with a tool for measuring the personality of their events. Furthermore, it explains how event personality influences the development of event involvement, which is an important variable for the development of event loyalty.

It contributes to the academic literature in two ways: first, the construct of brand personality has not been previously applied in the context of outdoor sport events and especially mountain running races; and second, while it has been theoretically proposed (Aaker, 1997; Keller, 2008) and empirically supported (Eisend and Stokburger-Sauer, 2013) in the general marketing literature that brand personality is associated with positive behavioral and attitudinal (e.g. brand loyalty and brand involvement) outcomes, there has been no published research to test the relationships among brand personality, involvement and loyalty in the context of outdoor sport events.

This article examines the relation between place, space and information behaviour.

Concepts of place and space are explored through a comparison of three leisure pursuits: running, urban exploration and genealogy, based on the authors' research and the published literature.

A socially constructed meaning of place is central to each leisure activity but how it is experienced physically, emotionally and imaginatively are different. Places have very different meanings within each practice. Mirroring this, information behaviours are also very different: such as the sources used, the type of information created and how it is shared or not shared. Information behaviour contributes to the meanings associated with place in particular social practices.

Meaning attached to place can be understood as actively constructed within social practices. Rather than context for information behaviours in the sense of an outside, containing, even constraining, environment, the meaning of place can be seen as actively constructed within social practices and by the information behaviours that are part of them.

The paper adds a new perspective to the understanding of place and space in the study of information behaviour.

This chapter looks at how sensitivity to event design and the creative process for an arts event also can have an impact on its ongoing management and tourist experience, by applying a new assessment tool, sustainable creative advantage (SCA), to gauge its performance.

A case study approach was used to assess SCA for the Sculpture by Sea, Bondi, Sydney 2015, in order to discuss how its management enables satisfying arts leisure experiences. Two key activities in the research were (1) in-depth interviews with organizers, full and volunteer staff, artists, gallery owners, and participants and (2) participant observation of touristic performances and other forms of engagement with the sculptures.

In its 19th edition, the event could still be considered a fresh and inspiring experience for tourists. However, crowding on weekends can affect the experience for all participants. Tactile tours are a unique feature of the event and could be promoted more to tourists, particularly the disabled.

Applying SCA needs careful timing, in order to collect information when interviewees are available and the event itself is running. Approaches should be made to organizers before, during, and after the event for information.

Event organizers could use SCA to understand more about controlling tourist experiences and how creative management and marketing of an event can have an impact on overall participant satisfaction.

Could also offer insights to academics studying glocality and events, the relationship of curatorial power to content/experience, or how such events can add to the study of leisurescapes in cultural tourism.

The purpose of this study is to explore the influence of perceived corporate social responsibility (CSR) effort on consumer preference in the case of brands with different CSR histories in the clothing and footwear sector.

This study uses the conjoint analysis method and analyzes a sample of 381 French consumers. Two sports brands were tested in this experiment: Nike and Patagonia.

The results show that despite the sensitivity of the respondents to the social and environmental conditions involved in the manufacture of the shoes they purchase, they mainly preferred Nike – regardless of its shorter CSR history and significant criticism for social issues in its value chain. Customer recognition of a greater CSR effort by Patagonia does not seem to change this preference.

One fictional product was tested, and the two selected brands have different levels of recognition by French consumers. To strengthen the external validity of the results, it would be interesting to repeat the study using other, real products and other brands with a similar offer on the market and level of consumer awareness.

The findings suggest that the ethical dimension of the product should not be put forward as the main selling point, but rather as an added value for the product.

Although there has been an increasing number of studies of consumer behavior toward ethical attributes in recent years, none to date have compared this behavior for products of ethical brands with different CSR histories.

The purpose of this study was to develop an initial understanding of sport brand ambassador participants' experiences in sponsored user generated branding (UGB) programs to assist sport organizations in developing the most mutually beneficial brand ambassador programs possible.

Semi-structured interviews were held with six individuals who serve as brand ambassadors for various sport brands. Data were analyzed using qualitative thematic analysis.

Participants were intrinsically motivated to serve in brand ambassador roles. Their experiences were impacted by whether their personal expectations were met, perceived relationship with the brand, perceived value to the brand, and perceived amount of work involved. They reported the best aspects of participation were a sense of community and free products and/or discounts. The most challenging aspects included not wanting to come across as a marketer, self-inflicted pressure to perform a certain way for the brand, pressure to purchase products, and lack of clear communication from the brand.

As this study was qualitative, the findings are unique to the participants and the brands they represent. Therefore, the findings may be used to guide other research and brands but are not generalizable.

Sport brands wishing to employ sponsored UGB strategies such as brand ambassador programs must set clear expectations for ambassadors, communicate regularly, and develop a sense of community with and among ambassadors.

This study contributes to the limited sport management research on sponsored UGB and offers theoretical and practical implications in the areas of sport marketing and branding.