Corporate co-optation of sport: the case of snowboarding : (Vol. 13,1).

This study examined the effects of corporate sponsorship on the sport of snowboarding. Once a prime example of alternative sport, snowboarding is now one of the most popular winter sports in the United States. Data were gathered using two research methods: a content analysis of advertisements in sno...

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Bibliographic Details
Main Author: Crissey, Joy C.
Format: Book
Language:English
Published: 1999
Subjects:
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