The role of conflict, culture, and myth in creating attitudinal commitment
2008; Elsevier BV; Volume: 62; Issue: 10 Linguagem: Inglês
10.1016/j.jbusres.2008.05.005
ISSN1873-7978
AutoresCharles D. Bodkin, Christie H. Amato, Cara Peters,
Tópico(s)Sport and Mega-Event Impacts
ResumoUsing 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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