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This study approaches corporate sponsorship of sport as identification rhetoric to further understand the relationship created between consumers and corporate sponsors. The focus is on the corporate sponsorship of the NASCAR (National Association for Stock Car Auto Racing) Sprint Cup Series,...
NASCAR (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 - south-eastern US consumers - while also attracting a new upscale demographic and an international following. One targeted...
This paper expands upon existing sports sponsorship 'match-up' research by offering an interview-driven, empirically-grounded, 'thick' description of the decision-making processes of sports organisations in developing athlete-sponsor-team relationships. By focusing on a particular NASCAR (The...
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...
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...
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