What have you done for me lately? Performance and brand identification in NASCAR Online publication date: Mon, 05-Jul-2010
by J. Brian O'Roark, William C. Wood, Larry DeGaris
International Journal of Sport Management and Marketing (IJSMM), Vol. 8, No. 1/2, 2010
Abstract: In endorsement and sponsorship research, the connection between athletes' performance and brand identification is sparse. In the USA, the National Association of Stock Car Auto Racing (NASCAR) is sponsor-driven. While the old line in NASCAR was 'win on Sunday, sell on Monday', the hiring and firing of a driver is often steered by the driver's personality and ability to act in the role of product spokesman. This study uses a two-year sample of 1,000 US fans surveyed by telephone to test whether performance on the track leads to increased visibility of a sponsor. We find that while brand identification is more likely for consistent finishes, driver and sponsor continuity play a more significant role in establishing a link between NASCAR fans and sponsors.
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