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Matthew Katz, Bob Heere and E. Nicole Melton

-ticket holders. Literature Review Group Marketing and Consumer Relationships One of the fundamental shifts in marketing theory and practice over the last half century involves the emphasis of relationships ( Palmatier, 2008 ). Scholars and practitioners have increasingly paid greater attention to the role and

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refer to as “group marketing.” The authors provide one of the strongest reviews of social psychology mechanisms in the field of marketing, which provides a strong foundation of their three experiments. The basic notion in their study is that being a member of a group only affects their consumer behavior

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Matthew Katz, Aaron C. Mansfield and B. David Tyler

-to-fan relationships were significantly related to attendance. Within the group marketing framework, the conditions necessary for the group to influence an individual’s behavior include both psychological affiliation with the group and exposure to group norms through interactions with other group members ( Harmeling

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Matthew Katz, Thomas A. Baker III and Hui Du

team through interpersonal relationships ( Katz & Heere, 2015 ; Uhrich, 2014 ), consistent with the salience of customer relationships within brand community. Both within and outside of sport, the necessary conditions for group marketing are psychological affiliation with the group and an exposure to