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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. 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.
    2. 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.
    3. Andrea Boccardi & Cristiano Ciappei & Lamberto Zollo & Maria Carmen Laudano, 2016. "The Role of Heritage and Authenticity in the Value Creation of Fashion Brand," International Business Research, Canadian Center of Science and Education, vol. 9(7), pages 135-143, July.
    4. Sierra, Jeremy J. & Taute, Harry A. & Heiser, Robert S., 2012. "Explaining NFL fans' purchase intentions for revered and reviled teams: A dual-process perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 332-342.

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