Andere Kunden interessierten sich auch für
![Personality Congruence: A Study on Brands]( "Personality Congruence: A Study on Brands")
Personality Congruence: A Study on Brands65,99 €![German international companies in the Portuguese market. The impact of cultural differences on the brand personality]( "German international companies in the Portuguese market. The impact of cultural differences on the brand personality")
German international companies in the Portuguese market. The impact of cultural differences on the brand personality42,95 €![Dimensions and Effects of Perceived Fit in Cause Related Marketing]( "Dimensions and Effects of Perceived Fit in Cause Related Marketing")
Dimensions and Effects of Perceived Fit in Cause Related Marketing90,99 €![Should Brand Design using Brand Personality be adapted to the cultural differencesof international markets?]( "Should Brand Design using Brand Personality be adapted to the cultural differencesof international markets?")
Should Brand Design using Brand Personality be adapted to the cultural differencesof international markets?18,95 €![Die Relevanz von Involvement und Fit bei Cause-related Marketing-Kampagnen]( "Die Relevanz von Involvement und Fit bei Cause-related Marketing-Kampagnen")
Die Relevanz von Involvement und Fit bei Cause-related Marketing-Kampagnen27,95 €![A Handbook of Brand Personality]( "A Handbook of Brand Personality")
A Handbook of Brand Personality31,99 €![Cause Related Marketing]( "Cause Related Marketing")
Cause Related Marketing44,99 €
In the United States, National Association of Stock
Car Auto Racing (NASCAR) is the largest spectator
sport, has the largest event attendance, and is the
most popular form of automobile racing. NASCAR
generates over $2 billion per year in revenue and
corporate sponsors provide significant financial
investments to the racing teams. According to
NASCAR s President, Mike Helton, NASCAR is a way of
life It becomes a lifestyle because the fans are so
loyal to whoever their favorite driver and team
are. Fans are also fiercely loyal to the sponsoring
companies of their favorite driver or team, and this
devotion has been documented consistently in the
sport sponsorship literature. NASCAR sponsors hope
that their financial support of the sport will
generate the same level of loyalty toward their
brands from the fans, and this loyalty will result
in increased revenue generation. Therefore, the
purpose of this study was to determine if
personality fit between NASCAR drivers and their
major sponsors affected the sponsorship outcomes of
consumer attitudes toward the sponsor, attitudes
toward the brand, and purchase intentions during a
NASCAR event.
Car Auto Racing (NASCAR) is the largest spectator
sport, has the largest event attendance, and is the
most popular form of automobile racing. NASCAR
generates over $2 billion per year in revenue and
corporate sponsors provide significant financial
investments to the racing teams. According to
NASCAR s President, Mike Helton, NASCAR is a way of
life It becomes a lifestyle because the fans are so
loyal to whoever their favorite driver and team
are. Fans are also fiercely loyal to the sponsoring
companies of their favorite driver or team, and this
devotion has been documented consistently in the
sport sponsorship literature. NASCAR sponsors hope
that their financial support of the sport will
generate the same level of loyalty toward their
brands from the fans, and this loyalty will result
in increased revenue generation. Therefore, the
purpose of this study was to determine if
personality fit between NASCAR drivers and their
major sponsors affected the sponsorship outcomes of
consumer attitudes toward the sponsor, attitudes
toward the brand, and purchase intentions during a
NASCAR event.