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Demographic and psychographic variables predicting NASCAR sponsor brand recall

Lance Kinney (University of Alabama)
Stephen R McDaniel (University of Maryland - College Park)
Larry DeGaris (University of Indianapolis)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2008

Abstract

Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands. Regression analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance.

Keywords

Citation

Kinney, L., McDaniel, S.R. and DeGaris, L. (2008), "Demographic and psychographic variables predicting NASCAR sponsor brand recall", International Journal of Sports Marketing and Sponsorship, Vol. 9 No. 3, pp. 11-21. https://doi.org/10.1108/IJSMS-09-03-2008-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2008 by Winthrop Publications Limited