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.
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