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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

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.

Suggested Citation

  • Bodkin, Charles D. & Amato, Christie & Peters, Cara, 2009. "The role of conflict, culture, and myth in creating attitudinal commitment," Journal of Business Research, Elsevier, vol. 62(10), pages 1013-1019, October.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:10:p:1013-1019
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    References listed on IDEAS

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    1. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Oxford University Press, vol. 16(3), pages 310-321, December.
    2. Kozinets, Robert V, 2002. " Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man," Journal of Consumer Research, Oxford University Press, vol. 29(1), pages 20-38, June.
    3. Holt, Douglas B, 1995. " How Consumers Consume: A Typology of Consumption Practices," Journal of Consumer Research, Oxford University Press, vol. 22(1), pages 1-16, June.
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    Cited by:

    1. repec:eee:joreco:v:19:y:2012:i:3:p:332-342 is not listed on IDEAS
    2. Dias, José António & Dias, José G. & Lages, Carmen, 2017. "Can negative characters in soap operas be positive for product placement?," Journal of Business Research, Elsevier, vol. 71(C), pages 125-132.
    3. Goldsmith, Andrew L. & Walker, Matthew, 2015. "The NASCAR experience: Examining the influence of fantasy sport participation on ‘non-fans’," Sport Management Review, Elsevier, vol. 18(2), pages 231-243.

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