Meanings of football shirts for the low-income market
From the sacred to the profane
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The purpose of this study is to identify, through a qualitative approach, what meanings are involved in the purchase of football club shirts that lead lower class consumers to commit a significant part of their income to consumption that is not aimed at satisfying basic needs. During the research we were able to see that the football club shirt also has a social inclusion meaning that we couldn't foresee in the initial analysis.
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