Personality Fit in NASCAR: An Evaluation of Driver-Sponsor Congruence and the Impact on Sponsorship Effectiveness Outcomes, pp. 25-35

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 hierarchical moderated regression analyses. Results indicated that the sample was predominantly male (58%), Caucasian (82%), and married (62%). Three personality fit dimensions were present including: (1) Excitement/Ruggedness, (2) Competence/Sophistication, and (3) Sincerity. Personality fit on all dimensions had a positive effect on the dependent variables. Fan identification and product involvement had significant direct effects on the dependent variables, but had only a slight moderating effect on personality fit and attitude toward the sponsor.