@article {1969076,
	title = {Relationship Marketing in Sports: A Functional Approach},
	journal = {Sport Marketing Quarterly},
	volume = {15},
	year = {2006},
	month = {2006},
	pages = {102-110},
	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{\textquoteright}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.},
	keywords = {Marketing},
	author = {Bee,Colleen and Kahle,Lynn}
}