Brand identification among stock car racing fans in the USA Online publication date: Thu, 25-Jun-2009
by J. Brian O'Roark, William C. Wood, Larry DeGaris
International Journal of Sport Management and Marketing (IJSMM), Vol. 6, No. 1, 2009
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.
Online publication date: Thu, 25-Jun-2009
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com