FiT Publishing

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

The reliance on signage to generate spectator recognition of sponsors has become so commonplace that the concept of sponsorship is nearly synonymous with the use of signage in sport venues. A multitude of studies have measured sponsorship recognition and/or recall among sport spectators as the means to justify the practice (Bennett, Henson, & Zhang, 2002; Cuneen & Hannan, 1993; Nicholls, Roslow, & Dublish, 1999; Pitts & Slattery, 2004; Pitts, 1998; Stotlar, 1993; Stotlar & Johnson, 1989). Previous literature suggests more highly involved spectators, such as college...Read more