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The role of conflict, culture, and myth in creating attitudinal commitment

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  • Bodkin, Charles D.
  • Amato, Christie
  • Peters, Cara
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    Abstract

    Using qualitative methods, the authors examine commitment in the sports industry and specifically in a NASCAR context. Commitment, or the culmination of the customer-service provider relationship, plays a particularly critical role in NASCAR, for which more than 70% of fans consciously choose a current sponsor's brand over a competitor's. Previous research, primarily in the domain of business-to-business marketing, focuses on attitudinal, instrumental, and temporal components of commitment; this article examines attitudinal commitment within the NASCAR context. Whereas previous research conceptualizes attitudinal commitment as identification, value congruence, and affiliation, this research presents a wider view. Specifically, within the NASCAR consumption culture, hero/villain myths surrounding drivers create conflict that heightens attitudinal commitment to the sport. This research therefore offers implications regarding non-traditional components of attitudinal commitment.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 10 (October)
    Pages: 1013-1019

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:10:p:1013-1019

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Marketing Commitment Consumer behavior Mythology NASCAR;

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    1. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 31(4), pages 868-882, 03.
    2. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 16(3), pages 310-21, December.
    3. Thompson, Craig J & Locander, William B & Pollio, Howard R, 1989. " Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 16(2), pages 133-46, September.
    4. Kozinets, Robert V, 2002. " Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 29(1), pages 20-38, June.
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