ABSTRACT
In any given consumption society, intangible culture expresses its personality through its companies and brands. It includes abstract ideas such as values, morals and ideologies which are embedded within the goods and services produced and consumed in it. A culture is an accumulation of meanings, norms, traditions and rituals among members of a stable community directly influencing consumers’ decisions, behaviours and relations to objects. However, the observation of these influences is often complex as they are often overlapping and interconnected. Therefore, sport brands do not only exist for their functions or utilities but also because they take part in the social interactions, meanings and rituals which define the culture. This chapter aims to better understand why and how purchasing and consumption behaviours are influenced by sport brands’ intangible features.
