Brand identification among stock car racing fans in the USA

Abstract

In the USA, the National Association of Stock Car Auto Racing has an astonishing degree of sponsor visibility and fan loyalty; however, little empirical research has been done to connect these. This study uses a sample of 1000 US fans surveyed by telephone to test a variety of predictors of fans' ability to identify a sponsor. Brand identification is more likely from younger fans, male subjects, self-identified big fans and from those who watch more races. Drivers' wins and experience also make primary sponsors more readily identifiable. Consistency of sponsorship during a year, and between years, promotes primary sponsor identification.