An interview with Joyce Caron-Mercier, vice president of The Specialized Marketing Group.Read more

Dennis Coates
David Gearhart

This paper looks for evidence that either a NASCAR track or NASCAR-sanctioned event influences the monthly rents on residential units. The evidence is mixed, varying with the treatment of housing units located in or out of central cities of standard metropolitan statistical areas (SMSAs), as well as the manner in which missing housing and community characteristics are treated in the analysis. The results are reasonably clear that the presence of a track by itself has little effect, especially on housing units outside the central city of an SMSA. Specific types of races largely appear to...Read more

Aron Levin
Joe Cobbs
Fred Beasley
Chris Manolis

Advertising, sponsorships, and other marketing communications are commonplace in the contemporary world of sports. Are sports fans irritated and annoyed by this commercial bombardment or are they accepting of the role of sports advertising? This study investigates consumers’ perceptions of commercial messages during televised sporting events. The results indicate that fans of two of the most popular US sports (NFL and NASCAR) generally have high levels of sport commercial acceptance (SCA) in televised broadcasts. NASCAR fans—particularly those highly identified with the sport—are the most...Read more

Jason W. Lee
Matt Bernthal
Warren A. Whisenant
Susan Mullane

The National Association for Stock Car Auto Racing (NASCAR) is a powerful force in the world of sport. Each year, fans flock to race tracks across the country to witness the thunderous sounds and incredible sight of cars racing at speeds often in excess of 180 miles per hour. It is a sport that has experienced phenomenal growth since its inception in 1947. While NASCAR was born in the Southeastern United States and has a uniquely Southern history, it now has tracks all across the country. However, it is a sport that for a number of reasons retains a stereotype as a “redneck,” “good ol’ boy...Read more

Windy Dees
Gregg Bennett
Mauricio Ferreira

The purpose of this study was to determine if personality fit between NASCAR (National Association of Stock Car Auto Racing) drivers and their major sponsors affects the sponsorship outcomes of consumer attitudes toward the sponsor, attitudes toward the brand, and purchase intentions. Fan identification and product involvement were examined as moderators between personality fit and the sponsorship outcomes. The respondents (N=347) in this study were attendees at the NASCAR Samsung 500. Data analyses included a factor analysis, descriptive statistics, bivariate correlations, and...Read more

Patrick Walsh
Yongjae Kim
Stephen D. Ross

In today’s cluttered marketplace it is essential that corporations seek new and innovative ways to reach their target audience. Sport video games represent an emerging media forum for brand management as corporations are now engaging in brand placement within sport video games in an attempt to reach consumers in a non-traditional way. Despite the growth of this practice little research has been conducted to determine its effectiveness, particularly as it compares to placement within more traditional mediums. As such, the purpose of this study is to compare the recall and recognition rates...Read more

Marion E. Hambrick
Anita M. Moorman

In 2007 AT&T Mobility sought an injunction against the National Association for Stock Car Auto Racing (NASCAR), enjoining the racing organization from preventing the display of its logo on the Richard Childress Racing (RCR) #31 racecar (AT&T v. NASCAR, 2007). Although the parties settled out of court, this case is indicative of an increasing number of sponsorship disputes arising in the sport industry. This dispute reflects the growing conflicts between competing sponsors, and it further emphasizes the challenges faced by sport properties, event promoters, participants, and...Read more

Christie H. Amato
Cara Lee Okleshen Peters
Alan T. Shao

Marketers are taking notice of NASCAR¡¯s cultural impact and the impressive financial returns to be garnered from investing in the sport. This work examines NASCAR fans and their sport-related attitudes and behaviors. Results suggest that there are two follower types, those who are deeply bonded to the sport, and those who are pledged to the sport but demonstrate comparatively less commitment to racing, NASCAR related media, and sponsors¡¯ products. Managerial implications are discussed in terms of a relationship commitment metaphor.Read more