Demographic and psychographic variables predicting NASCAR sponsor brand recall

Kinney, Lance; McDaniel, Stephen R.; DeGaris, Larry

doi:10.1108/ijsms-09-03-2008-b005

Cited by 27 publications

(16 citation statements)

References 13 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The results they obtained provide strong evidence that spectators' sports involvement plays an important role in predicting their awareness of sponsor. Kinney et al (2008) also documented that the involvement in the NASCAR racing explained 12 % of the adjusted variance in total sponsor recall scores. Sandler and Shani (1989) achieved a similar result.…”

Section: Discussionmentioning

confidence: 85%

Does Sport Event Involvement Influence Brand Recognition of Official Sponsors and Ambush Marketers?

Piątkowska

Gocłowska

2016

Physical Culture and Sport. Studies and Research

View full text Add to dashboard Cite

The main aim of the study is to verify how event involvement in the UEFA Euro 2012 influenced the recognition of both sponsors’ and ambushers’ brands. Computer-Assisted Personal Interviews were conducted on a representative sample of the Polish society (N = 1,000). On the basis of five groups of consumers regarding involvement in the event, authors examined brand recognition, using Top of Mind Awareness (TOMA) tests of official sponsors and ambushers.The highest TOMA rate was observed in the group of heavy viewers. The lower the quantity and intensity of the matches watched, the lower the percentage of people who recalled a brand of the official sponsor at first. An inverse relationship exists in the case of people who identified the ambush marketers.Ambush marketing phenomenon does not seem to threaten official sponsors of the event among consumers involved in the event. Therefore, it seems to be crucial to take into account the division between fans and non- fans of the event and level of their event involvement whilst measuring brand recognition.It is noticeable that in the current literature the issue of effects of ambushing on consumers divided into groups of fans and non-fans has been largely ignored. Thus this study shows how important conducting a test of brand recognisability based on involvement of consumers in the sport event is.

show abstract

Section: Discussionmentioning

confidence: 85%

Does Sport Event Involvement Influence Brand Recognition of Official Sponsors and Ambush Marketers?

Piątkowska

Gocłowska

2016

Physical Culture and Sport. Studies and Research

View full text Add to dashboard Cite

show abstract

“…Theparticipantsweretoldthatparticipationiscompletelyvoluntary,andtheiridentitywillbekept strictlyconfidential.Studentsampleswereusedasitallowsbettercontrolofvariableslikeeducation levelandage,whicharehighlylikelytoinfluencetherecallandrecognitionrates (Kinney,McDaniel, & DeGaris, 2008). The use of student samples is common in various past studies and has been consideredtobeuseful (Lardinoit&Derbaix,2001;Mikhailitchenko,Tootelian,&Mikhailitchenko, 2012;Walshetal.,2008).Theparticipantswerealsoadvisedthattheywereallowedtowithdraw fromtakingpartinthestudyanytimetheywished.…”

Section: Methods Participantsmentioning

confidence: 99%

The Effectiveness of Sponsorship of the F1 Singapore Grand Prix

Tan¹,

Pyun

2018

International Journal of Asian Business and Information Management

View full text Add to dashboard Cite

Thisarticleexaminestheeffectivenessofsportsponsorshipatthe2014F1SingaporeGrandPrix, particularlybytestingrecallandrecognitionofbrandsoncars,driver'sclothingandvenue.Data wasgatheredfrom120undergraduatestudentswhowereaskedtowatcha30-secondvideofirstand completethequestionnaires.Themultivariateanalysisofvariancerevealedthatcarsanddriver's clothing were found to be more effective locations for brand awareness. There was significant differences in both recall (ΔM = 1.28, p < .05 and ΔM = 0.80, p < .05, respectively) and recognition(ΔM=2.15,p<.05andΔM=1.47,p<.05,respectively).Thesefindingshelp presentorpotentialsponsorsreviewthebenefitsandcostsassociatedwiththischannelofsponsorship andmaximisetheirsponsorshipinvestmentsonF1teamsortheSingaporeGrandPrixinthefuture.

show abstract

“…The results enable an analysis of the attention paid to sports sponsorship communications by alcohol products. The findings by gender are also discussed because previous studies have shown gender differences in alcohol consumption (Davies, 2009;O'Brien et al, 2014) and in response to sponsorship (Alonso Dos Santos & Pérez-Campos, 2015;Kinney, McDaniel, & DeGaris, 2008).…”

mentioning

confidence: 88%

The effectiveness of advertising alcohol products in sports sponsorship

Santos

Campos

Hervás

2020

Psychology and Marketing

View full text Add to dashboard Cite

Studies have shown that exposure to sponsorship can influence behavior. However, evidence of the effectiveness of sports advertising and its influence on alcohol consumption is inconclusive. The goal of this research is to examine whether sponsorship by alcohol products receives the same attention as sponsorship by nonalcohol products depending on their congruence and the way they influence the intention to consume. Using sports posters, an experiment was performed to measure attention through eye‐tracking. The results show that attention paid to alcohol brands is no greater than the attention paid to incongruent brands and is no different from the attention paid to congruent brands, regardless of gender and sporting discipline. Attention paid to sponsors has no influence on the intention to consume. These results show the need for further research on the effectiveness of sponsorship and its relationship with alcohol consumption.

show abstract

Demographic and psychographic variables predicting NASCAR sponsor brand recall

Cited by 27 publications

References 13 publications

Does Sport Event Involvement Influence Brand Recognition of Official Sponsors and Ambush Marketers?

Does Sport Event Involvement Influence Brand Recognition of Official Sponsors and Ambush Marketers?

The Effectiveness of Sponsorship of the F1 Singapore Grand Prix

The effectiveness of advertising alcohol products in sports sponsorship

Contact Info

Product

Resources

About