01203nas a2200157   4500008004100000245006000041210005900101260000900160300001200169490000700181520071400188653001400902100001700916700001600933856009600949       2006                        eng d00aRelationship Marketing in Sports: A Functional Approach0 aRelationship Marketing in Sports A Functional Approach  c2006  a102-1100 v153 aThis 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.10aMarketing1 aBee, Colleen1 aKahle, Lynn  u/biblio/relationship-marketing-sports-functional-approach-0