Title: What have you done for me lately? Performance and brand identification in NASCAR

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, 1400 East Hanna Avenue, Indianapolis, IN 46227, USA

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.

Keywords: motor racing; motorsports; NASCAR; US stock car racing; brand identification; sponsorship; motor sport marketing; sponsor visibility; athletic performance; sports fans; motorsports; driver performance.

DOI: 10.1504/IJSMM.2010.033953

International Journal of Sport Management and Marketing, 2010 Vol.8 No.1/2, pp.131 - 144

Published online: 05 Jul 2010 *

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