-goers heading to summer music festivals
this have not been too concerned about them having association with big corporate brands, research has shown.
A study by researchers at Bath, Birmingham and Southampton Universities has found the average fan is mainly concerned with having a good time and enjoying the social element, rather than being bothered about company logos.
Dr Andrew Bengry-Howell said a key finding of the study was that many enjoyed a sense of community while living together in tents
and enjoying music.
For many it has been "something that they waited all year for, which provided an escape from their otherwise stressful lives and helped them to cope with the pressures of modern day living", he noted.
This may be the view not just of those heading to the Leeds and Reading festivals over the bank holiday weekend, but also those at smaller events such as Solfest in Cumbria.
Bands playing at the event near the Lake District include The Stranglers, Utah Saints and the Saw Doctors.