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Jason Daniels, Thilo Kunkel and Adam Karg

of brand community . European Sport Management Quarterly, 11 , 35 – 54 . doi:10.1080/16184742.2010.537364 10.1080/16184742.2010.537364 James , J.D. , Kolbe , R.H. , & Trail , G.T. ( 2002 ). Psychological connection to a new sport team: Building or maintaining the consumer base? Sport

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Joshua I. Newman

control. Indeed, studies on brand communities or those that look to predict consume behavior are indubitably ideological as well. Hence, the problem with ideology may very well be a problem of association. Ideology is in some regards another form of gathering. Hypotheses, theories, methods, scales, and