English, Article edition: The role of conflict, culture, and myth in creating attitudinal commitment Bodkin, Charles D.; Amato, Christie; Peters, Cara

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Physical Description
  • article
Language
  • English

Edition details

Title
  • The role of conflict, culture, and myth in creating attitudinal commitment
Author
  • Bodkin, Charles D.
  • Amato, Christie
  • Peters, Cara
Physical Description
  • article
Notes
  • 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.
  • Marketing Commitment Consumer behavior Mythology NASCAR
  • RePEc:eee:jbrese:v:62:y:2009:i:10:p:1013-1019
Language
  • English
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e.g. test cricket, Perth (WA), "Parkes, Henry"

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