Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/emerald-publishing/brand-loyalty-of-nascar-fans-towards-sponsors-the-impact-of-fan-YReHkNrAec
References (12)
-
K. Gwinner, J. Eaton (1999)
Building Brand Image Through Event Sponsorship: The Role of Image TransferJournal of Advertising, 28
-
R. Javalgi, Mark Traylor, Andrew Gross, Edward Lampman (1994)
Awareness of Sponsorship and Corporate Image: An Empirical InvestigationJournal of Advertising, 23
-
M. King, Gordon Bruner (2000)
Social desirability bias: A neglected aspect of validity testingPsychology & Marketing, 17
-
R. Speed, P. Thompson (2000)
Determinants of sports sponsorship responseJournal of the Academy of Marketing Science, 28
-
Aron Levin, C. Joiner, G. Cameron (2001)
The Impact of Sports Sponsorship on Consumers' Brand Attitudes and Recall: The Case of NASCAR FansJournal of Current Issues & Research in Advertising, 23
-
10.2307/1252099
-
R. Madrigal (2000)
The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' ProductsJournal of Advertising, 29
-
Alan Dick, K. Basu (1994)
Customer loyalty: Toward an integrated conceptual frameworkJournal of the Academy of Marketing Science, 22
-
R. Madrigal (2001)
Social identity effects in a belief–attitude–intentions hierarchy: Implications for corporate sponsorshipPsychology & Marketing, 18
-
R. Oliver (1999)
Whence Consumer Loyalty?Journal of Marketing, 63
-
T. Cornwell, I. Maignan (1998)
An International Review of Sponsorship ResearchJournal of Advertising, 27
-
Arjun Chaudhuri, M. Holbrook (2001)
The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand LoyaltyJournal of Marketing, 65
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1464-6668
- DOI
- 10.1108/IJSMS-06-01-2004-B004
- Publisher site
- See Article on Publisher Site
Abstract
Although brand loyalty has been cited by practitioners as one of the most important sponsorship objectives, there is little empirical research on the effect that sponsorship has on sports fans' loyalty towards sponsoring brands. Comparing a sample of NASCAR fans to a sample of non-NASCAR fans, brand loyalty towards NASCAR sponsors was measured using a scale that includes both attitudinal and behavioural components. It was found that NASCAR fans exhibited stronger brand loyalty than non-NASCAR fans to NASCAR sponsoring brands of beer, particularly on the attitudinal component of brand loyalty. Furthermore, it was found that NASCAR fans' loyalty to NASCAR sponsoring brands is significantly higher for those fans who scored high on a scale that measures fan identification. Again, this effect was significant on the attitudinal factor of brand loyalty, but not the behavioural factor.
Journal
International Journal of Sports Marketing and Sponsorship – Emerald Publishing
Published: Jul 1, 2004