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Corporations brought to you by NASCAR: rhetorical identification through sponsorship

Corporations brought to you by NASCAR: rhetorical identification through sponsorship 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, examining how sponsorship messages utilise identification tactics. The study finds that messages rhetorically create identification through common ground and unifying symbol strategies between the sponsor and sponsored activity, and between the sponsor and consumer. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Corporations brought to you by NASCAR: rhetorical identification through sponsorship

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-09-03-2008-B006
Publisher site
See Article on Publisher Site

Abstract

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, examining how sponsorship messages utilise identification tactics. The study finds that messages rhetorically create identification through common ground and unifying symbol strategies between the sponsor and sponsored activity, and between the sponsor and consumer.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Apr 1, 2008

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