TY  - JOUR
T1  - Relationship Marketing in Sports: A Functional Approach
JF  - Sport Marketing Quarterly
Y1  - 2006
A1  - Bee,Colleen
A1  - Kahle,Lynn
KW  - Marketing
AB  - 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.
VL  - 15
CP  - 2
U2  - a
U4  - 6262571009
ID  - 6262571009
ER  -