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Brian P. McCullough, Madeleine Orr and Timothy Kellison

B.P. McCullough & T.B. Kellison (Eds.), Routledge handbook of sport and the environment (pp.  418 – 428 ). New York, NY : Routledge . Brymer , E. , Downey , G.J. , & Gray , T.L. ( 2009 ). Extreme sports as a precursor to environmental sustainability . Journal of Sport & Tourism

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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