TY  - JOUR
AB  - This research examined fans' purchase intentions towards the sponsor of a NASCAR (National Association for Stock Car Auto Racing) event and towards the previous sponsor. The study shows that fans are more likely to purchase from the current sponsor and less likely to purchase from the previous sponsor. Fan identification and perceived group norms were significant predictors of purchase intentions towards the current sponsor, but only perceived group norms predicted purchase intentions towards the ex-sponsor. Additionally, perceived group norms partially mediated the relationship between fan identification and purchase intention.
VL  - 9
IS  - 3
SN  - 1464-6668
DO  - 10.1108/IJSMS-09-03-2008-B007
UR  - https://doi.org/10.1108/IJSMS-09-03-2008-B007
AU  - Levin Aron M.
AU  - Beasley Fred
AU  - Gilson Richard L.
PY  - 2008
Y1  - 2008/01/01
TI  - NASCAR fans' responses to current and former NASCAR sponsors: the effect of perceived group norms and fan identification
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 35
EP  - 46
Y2  - 2024/04/25
ER  -