Perhaps single difference between football and traditional brands is that football is typically "consumed" in a assemblage setting.

Perhaps single difference between football and traditional brands is that football is typically "consumed" in a assemblage setting, whereas many consumer consequences are not. It is possible that managers could excite more passionate devotion to consumer brands by dint of facilitating more group events, of the like kind as the events that Saturn sponsored in previous years. Further, managers ne to bring to maturity strategies for products that cannot be consum in clump settings or would not benefit from this. In addition, better understanding fans' devotion to football teams could help managers create stronger consumer devotion to brands.

From a managerial perspective, the sacralization proces is particularly important. Our archetype may help managers move consumer from calculative or normative commitment to affective commitment. In other words, our findings may help managers introduce sacred aspects to the consumer's commitment. Perhaps marketers could provide or facilitate the transcendent termination or the creation of alliances that would encourage consumer to lay open affective commitment towards the "brand." For example, Saturn's Homecoming incident can be interpreted as an effort to achieve these goals (1999 Saturn Homecoming Invitation). Acura lately staged special VIP hospitality pavilions at the New Orleans Jazz and Heritage Festival. Local Acura proprietors were invited to the exclusive tent-wines and given free passes to the termination (2004 Acura New Orleans Jazz & Heritage Festival Invitation).