IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v92y2018icp329-338.html
   My bibliography  Save this article

Temporary communitas and willingness to return to events

Author

Listed:
  • Jahn, Steffen
  • Cornwell, T. Bettina
  • Drengner, Jan
  • Gaus, Hansjoerg

Abstract

Attending sport, music and cultural events is a favorite leisure activity, thus creating multi-billion dollar markets. Existing research on what drives repatronage of such events has focused on individual-based variables such as satisfaction. This research highlights the relevance of consumer-consumer interaction for attendees' willingness to return to an event in the future. Results from two field studies show that temporary communitas—a temporary sense of closeness and camaraderie among event attendees—is a driver of willingness to return and that, surprisingly, its impact on willingness to attend the event again even surpasses that of satisfaction with the event. The positive effect of increasing temporary communitas disappears, however, when perceived crowding at an event becomes too high.

Suggested Citation

  • Jahn, Steffen & Cornwell, T. Bettina & Drengner, Jan & Gaus, Hansjoerg, 2018. "Temporary communitas and willingness to return to events," Journal of Business Research, Elsevier, vol. 92(C), pages 329-338.
    • Handle: RePEc:eee:jbrese:v:92:y:2018:i:c:p:329-338
    DOI: 10.1016/j.jbusres.2018.08.005
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296318303813
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2018.08.005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hahm, Jeeyeon (Jeannie) & Breiter, Deborah & Severt, Kimberly & Wang, Youcheng & Fjelstul, Jill, 2016. "The relationship between sense of community and satisfaction on future intentions to attend an association's annual meeting," Tourism Management, Elsevier, vol. 52(C), pages 151-160.
    2. Arnould, Eric J & Price, Linda L, 1993. "River Magic: Extraordinary Experience and the Extended Service Encounter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 24-45, June.
    3. Eroglu, Sevgin A. & Machleit, Karen & Barr, Terri Feldman, 2005. "Perceived retail crowding and shopping satisfaction: the role of shopping values," Journal of Business Research, Elsevier, vol. 58(8), pages 1146-1153, August.
    4. Kozinets, Robert V, 2002. "Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 20-38, June.
    5. Hightower, Roscoe Jr & Brady, Michael K. & Baker, Thomas L., 2002. "Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events," Journal of Business Research, Elsevier, vol. 55(9), pages 697-707, September.
    6. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2016. "Predicting future intentions of basketball spectators using SEM and fsQCA," Journal of Business Research, Elsevier, vol. 69(4), pages 1396-1400.
    7. Jan Drengner & Steffen Jahn & Hansjörg Gaus, 2012. "Creating Loyalty in CoLLective Hedonic Services: The RoLe of Satisfaction and Psychological Sense of Community," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 64(1), pages 59-76, January.
    8. Ekinci, Yuksel & Sirakaya-Turk, Ercan & Preciado, Sandra, 2013. "Symbolic consumption of tourism destination brands," Journal of Business Research, Elsevier, vol. 66(6), pages 711-718.
    9. Lewin, Jeffrey & Rajamma, Rajasree K. & Paswan, Audhesh K., 2015. "Customer loyalty in entertainment venues: The reality TV genre," Journal of Business Research, Elsevier, vol. 68(3), pages 616-622.
    10. Carlson, Brad D. & Suter, Tracy A. & Brown, Tom J., 2008. "Social versus psychological brand community: The role of psychological sense of brand community," Journal of Business Research, Elsevier, vol. 61(4), pages 284-291, April.
    11. Celsi, Richard L & Rose, Randall L & Leigh, Thomas W, 1993. "An Exploration of High-Risk Leisure Consumption through Skydiving," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 1-23, June.
    12. Munar, Ana María & Jacobsen, Jens Kr. Steen, 2014. "Motivations for sharing tourism experiences through social media," Tourism Management, Elsevier, vol. 43(C), pages 46-54.
    13. Gülnur Tumbat & Russell W. Belk, 2011. "Marketplace Tensions in Extraordinary Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 42-61.
    14. Soumya Ray & Sung S. Kim & James G. Morris, 2014. "The Central Role of Engagement in Online Communities," Information Systems Research, INFORMS, vol. 25(3), pages 528-546, September.
    15. Hui, Michael K & Bateson, John E G, 1991. "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 174-184, September.
    16. Cristel Antonia Russell & Sidney J. Levy, 2012. "The Temporal and Focal Dynamics of Volitional Reconsumption: A Phenomenological Investigation of Repeated Hedonic Experiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(2), pages 341-359.
    17. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    18. Schouten, John W & McAlexander, James H, 1995. "Subcultures of Consumptions: An Ethnography of the New Bikers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(1), pages 43-61, June.
    19. Badrinarayanan, Vishag A. & Sierra, Jeremy J. & Martin, Kinnon M., 2015. "A dual identification framework of online multiplayer video games: The case of massively multiplayer online role playing games (MMORPGs)," Journal of Business Research, Elsevier, vol. 68(5), pages 1045-1052.
    20. Calabuig Moreno, Ferran & Prado-Gascó, Vicente & Crespo Hervás, Josep & Núñez-Pomar, Juan & Añó Sanz, Vicente, 2015. "Spectator emotions: Effects on quality, satisfaction, value, and future intentions," Journal of Business Research, Elsevier, vol. 68(7), pages 1445-1449.
    21. Lee, Yong-Ki & Lee, Choong-Ki & Lee, Seung-Kon & Babin, Barry J., 2008. "Festivalscapes and patrons' emotions, satisfaction, and loyalty," Journal of Business Research, Elsevier, vol. 61(1), pages 56-64, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Raggiotto, Francesco & Scarpi, Daniele & Mason, Michela C., 2019. "Faster! More! Better! Drivers of upgrading among participants in extreme sports events," Journal of Business Research, Elsevier, vol. 102(C), pages 1-11.
    2. Rosenbaum, Mark S. & Friman, Margareta & Ramirez, Germán Contreras & Otterbring, Tobias, 2020. "Therapeutic servicescapes: Restorative and relational resources in service settings," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Le, Hoang Tran Phuoc Mai & Kim, Dongyoup & Park, Jungkun, 2024. "The way to generate customer citizenship behavior with customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. John Thompson & John Day, 2020. "Understanding the impact and value of temporary public art sculpture trails," Local Economy, London South Bank University, vol. 35(3), pages 186-208, May.
    5. Jan Vrána & Michal Pšurný & Ondřej Dufek & Stanislav Mokrý, 2019. "Perceptual Carrying Capacity and Trade Fairs - Eye Tracking Experiment," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 5(1), pages 98-106.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Skandalis, Alexandros & Byrom, John & Banister, Emma, 2019. "Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture," Journal of Business Research, Elsevier, vol. 97(C), pages 43-50.
    2. Bernard Cova, 2021. "The new frontier of consumer experiences: escape through pain," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 60-69, June.
    3. Ulusoy, Emre, 2016. "Subcultural escapades via music consumption: Identity transformations and extraordinary experiences in Dionysian music subcultures," Journal of Business Research, Elsevier, vol. 69(1), pages 244-254.
    4. Ulusoy, Ebru, 2016. "Experiential responsible consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 284-297.
    5. repec:oup:jconrs:v:49:y:2023:i:5:p:904-925. is not listed on IDEAS
    6. Husemann, Katharina C. & Eckhardt, Giana M. & Grohs, Reinhard & Saceanu, Raluca E., 2016. "The dynamic interplay between structure, anastructure and antistructure in extraordinary experiences," Journal of Business Research, Elsevier, vol. 69(9), pages 3361-3370.
    7. Boyaval, Marine & Herbert, Maud, 2018. "One for all and all for one? The bliss and torment in communal entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 412-422.
    8. Lez Trujillo Torres & Benét DeBerry-Spence, 2019. "Consumer valorization strategies in traumatic extraordinary experiences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 516-531, May.
    9. Aleksandrina Atanasova, 2021. "Re-examining utopia in contemporary consumption: conceptualization and implications for marketing," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 23-39, June.
    10. Goulding, Christina & Saren, Michael, 2016. "Transformation, transcendence, and temporality in theatrical consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 216-223.
    11. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 219-229.
    12. Mandl, Leonhard & Hogreve, Jens, 2020. "Buffering effects of brand community identification in service failures: The role of customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 107(C), pages 130-137.
    13. Rundio, Amy & Dixon, Marlene A. & Heere, Bob, 2020. "“I’m a completely different person now”: Extraordinary experiences and personal transformations in sport," Sport Management Review, Elsevier, vol. 23(4), pages 704-718.
    14. Jurewicz., Zuzanna & Goode, Miranda R. & Thomson, Matthew, 2024. "A tonic for the highly stressed: Memories of extraordinary group experiences lead to greater cohesion and well-being," Journal of Business Research, Elsevier, vol. 172(C).
    15. Christèle Camelis & Florence Dano & Kiane Goudarzi & Viviane Hamon & Sylvie Llosa, 2013. "The roles of co-clients and their influence on overall satisfaction during the service experience," Post-Print hal-01822880, HAL.
    16. Rebecca Scott & Julien Cayla & Bernard Cova, 2017. "Selling Pain to the Saturated Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(1), pages 22-43.
    17. Mahardika, Harryadin & French, Juliana & Sembada, Agung, 2018. "Keep calm and eat satay: Indonesia's consumption-themed signals of defiance against terrorism," Australasian marketing journal, Elsevier, vol. 26(3), pages 231-238.
    18. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    19. Choung, Youngjoo & Pak, Tae-Young & Chatterjee, Swarn, 2021. "Consumption and Life Satisfaction: The Korean Evidence," MPRA Paper 115765, University Library of Munich, Germany.
    20. Chaney, Damien & Goulding, Christina, 2016. "Dress, transformation, and conformity in the heavy rock subculture," Journal of Business Research, Elsevier, vol. 69(1), pages 155-165.
    21. Earl, Peter E., 2001. "Simon's travel theorem and the demand for live music," Journal of Economic Psychology, Elsevier, vol. 22(3), pages 335-358, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:92:y:2018:i:c:p:329-338. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.