The role of conflict, culture, and myth in creating attitudinal commitment
AbstractUsing 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 62 (2009)
Issue (Month): 10 (October)
Contact details of provider:
Web page: http://www.elsevier.com/locate/jbusres
Marketing Commitment Consumer behavior Mythology NASCAR;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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, vol. 16(2), pages 133-46, September.
- McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
- Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, University of Chicago Press, vol. 31(4), pages 868-882, 03.
- Kozinets, Robert V, 2002. " Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man," Journal of Consumer Research, University of Chicago Press, vol. 29(1), pages 20-38, June.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).
If references are entirely missing, you can add them using this form.