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Matthew Lamont and Sheranne Fairley

factor in the group’s production of the Beer Mile. Beer Mile events are an increasingly prevalent though unconventional athletic challenge. The global repository of Beer Mile events www.beermile.com introduce these events this way: In the vast world of extreme sports, there exists a sub-culture at its

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Jonathan A. Jensen and T. Bettina Cornwell

also consistent with the image transfer model of Gwinner ( 1997 ), who advocated not only for a direct functional similarity but also for an “image-related” similarity, whereby a soft drink brand targeting a younger demographic may support a music or extreme sports tour seeking the “similarity that