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Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification

Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Brand loyalty of NASCAR fans towards sponsors: the impact of fan identification

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-06-01-2004-B004
Publisher site
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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

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