Demographic and psychographic variables predicting NASCAR sponsor brand recall

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.

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