Commitment-Trust Theory

The proposed model for this thesis is based on the Commitment-Trust Theory. It is one of the most cited theoretical frameworks and has been applied throughout different areas of research. To analyse the potential of supporter crowdfunding and fans’ willingness to invest, the original model of the Commitment-Trust Theory by Morgan and Hunt (1994) has been adopted. The purpose of this chapter is to build the theoretical framework underneath. It builds the rationale why relationship marketing is applicable to this study (chapter 3.2). The adaptive character of the Commitment-Trust Theory is then highlighted (chapter 3.3) followed by a discussion on the appropriateness of the model in this study (chapter 3.4). The antecedents, mediators and outcome variables of the original Commitment-Trust Theory are explained in chapter 3.5. In particular, the mediators trust and commitment are outlined as theoretical constructs. Those theoretical foundations are relevant to understand why the mediator commitment is replaced by fan loyalty in this study (chapter 3.6). In particular, Cater and Zabkar (2009) have provided evidence that loyalty is a more complete measure of commitment. Finally, sports marketing literature prefers the use of fan loyalty in the context of a club-fan relationship which is discussed in chapter 3.7 in further detail.