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.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 62 (2009)
Issue (Month): 10 (October)
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Web page: http://www.elsevier.com/locate/jbusres
Marketing Commitment Consumer behavior Mythology NASCAR;
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