01373nas a2200157   4500008004100000245012900041210006900170260001700239300001200256490000700268520075200275653001401027100001701041700002101058856013601079       2010                        eng d00aExploring the Relationships Among Involvement, Psychological Commitment, and Behavioral Loyalty in a Sport Spectator Context0 aExploring the Relationships Among Involvement Psychological Comm  aLondonc2010  a140-1570 v113 aConsumer loyalty has long been recognized as a key consideration of marketing strategies focused on customer retention. While the importance of the loyalty construct is widely recognized, the conditions and variables that foster consumer loyalty for a specific service may vary. This paper explores the variables that influence fan attendance at a professional sporting event. It extends prior research by conceptualizing both a behavioral and an attitudinal component of loyalty, as well as considering fan involvement with the sport and attraction to the sport. The findings suggest that psychological commitment and resistance to change mediate the effect of fan attraction and involvement on behavioral loyalty in a professional sport context.10aMarketing1 aBee, Colleen1 aHavitz, Mark, E.  u/biblio/exploring-relationships-among-involvement-psychological-commitment-and-behavioral-loyalty-0