Title: Brand identification among stock car racing fans in the USA

Authors: J. Brian O'Roark, William C. Wood, Larry DeGaris

Addresses: Department of Finance and Economics, Robert Morris University, 6001 University Blvd., Moon Township PA 15108, USA. ' Department of Economics, James Madison University, MSC 0204, Harrisonburg VA 22807, USA. ' School of Business, University of Indianapolis, Esch Hall 052F, Indianapolis IN 46227, USA

Abstract: In the USA, the National Association of Stock Car Auto Racing has an astonishing degree of sponsor visibility and fan loyalty; however, little empirical research has been done to connect these. This study uses a sample of 1000 US fans surveyed by telephone to test a variety of predictors of fans| ability to identify a sponsor. Brand identification is more likely from younger fans, male subjects, self-identified big fans and from those who watch more races. Drivers| wins and experience also make primary sponsors more readily identifiable. Consistency of sponsorship during a year, and between years, promotes primary sponsor identification.

Keywords: stock car racing; motorsports; NASCAR; stock car fans; USA; United States; brand identification; sponsorship; sport marketing; sponsor visibility; corporate sponsorship; sports fans; fan loyalty; sponsor identification.

DOI: 10.1504/IJSMM.2009.026755

International Journal of Sport Management and Marketing, 2009 Vol.6 No.1, pp.35 - 51

Published online: 25 Jun 2009 *

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