Document Type

Conference Proceeding

Publisher

School of Marketing, Tourism and Leisure, Edith Cowan University

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

13180

Comments

This article was originally published as: Stanway, A. R. (2011). Psychological contracts and loyal boosterism: Giving dance training institutions a lift through word of mouth promotion. Paper presented at the Australian & New Zealand Marketing Academy Conference (ANZMAC), Perth Exhibition Centre, Perth, Western Australia. Conference website available here.

Abstract

As the dance industry in Australia is well connected with industry networks, the value of word of mouth promotion and peer recommendation (operationalised as loyal boosterism) is paramount; however empirical evidence of this notion is relatively unexplored. This paper explores the relationship between relational psychological contracts, perceptions of psychological contract breach and loyal boosterism in the context of the dance training industry. The findings indicate that dancer’s who report higher relational contracts with their training organisation and experience lower levels of perceived contract breach, are more likely to engage in loyal boosterism behaviour. These findings highlight those relational contracts (containing elements of mentorship, personal support and career development) between intending dancer and their training organisation, can have a positive influence on loyal boosterism behaviour, which may act as an effective recruitment tool for the dance training industry.

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