Article2006

Relationship Marketing in Sports: A Functional Approach

129 citations0/0 files storedSport Marketing Quarterly

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Sports, Gender, and Society

Abstract

This paper examines how and why consumers develop, enter into, and maintain relationships in a sports marketing context. This paper presents a framework for understanding how and why consumers engage in relationship marketing. Based on Kelman's functional approach to attitude change, this framework presents three qualitatively different levels for understanding relationship formation and maintenance: (a) compliance is superficial, temporary, and often the result of external influence; (b) identification is related to self-esteem and image enhancement of sport consumers; and (c) internalization is the result of values similarity. Internalization is more likely to result in a long-term relationship.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1987Developing Buyer-Seller Relationships 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1999The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships 2002Consumer Trust, Value, and Loyalty in Relational Exchanges 1958Compliance, identification, and internalization three processes of attitude change 1993Factors Affecting Trust in Market Research Relationships 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies

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