Table of contents
Demographic and psychographic variables predicting NASCAR sponsor brand recall
Lance Kinney, Stephen R McDaniel, Larry DeGarisFour demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated…
Corporations brought to you by NASCAR: rhetorical identification through sponsorship
Matthew GillThis study approaches corporate sponsorship of sport as identification rhetoric to further understand the relationship created between consumers and corporate sponsors. The focus…
NASCAR fans' responses to current and former NASCAR sponsors: the effect of perceived group norms and fan identification
Aron M. Levin, Fred Beasley, Richard L. GilsonThis 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…
NASCAR in Mexico: the US expansion of motorsport into Hispanic culture
Thomas S. MuellerNASCAR (The National Association for Stock Car Auto Racing) has instituted an aggressive growth campaign. NASCAR's compelling challenge is to retain its core fan base …
Inside BAM Racing: rethinking the sponsorship match-up process in 'America's fastest-growing sport'
Jessica R Braunstein, Joshua I. Newman, Adam S. BeisselThis paper expands upon existing sports sponsorship 'match-up' research by offering an interview-driven, empirically-grounded, 'thick' description of the decision-making processes…
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang