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

  • Bodkin, Charles D.
  • Amato, Christie
  • Peters, Cara
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    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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    File URL: http://www.sciencedirect.com/science/article/B6V7S-4ST45WC-2/2/1d01b8cf700f4a019f1e2e4bbdd33863
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    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
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. 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.
    2. 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.
    3. 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.
    4. 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.
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