Trading paint: the transfer of brand meaning in NASCAR racing

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dc.creator Fullerton, Gordon L. (Gordon Lee), 1964-
dc.date.accessioned 2014-02-11T18:50:14Z
dc.date.available 2014-02-11T18:50:14Z
dc.date.issued 2011
dc.identifier http://library2.smu.ca/bitstream/handle/01/25390/asb_proceedings_2011.pdf#page=328
dc.identifier.uri http://library2.smu.ca/xmlui/handle/01/25658
dc.description.abstract The paper reports upon a series of depth interviews conducted with members of the NASCAR culture of consumption. It was found that fans are committed to the drivers they support and that drivers have the ability to influence fans perceptions of the brands. This has the potential to illuminate our understanding of customer commitment in consumer-brand relationships. en_CA
dc.description.provenance Submitted by Trish Grelot (trish.grelot@smu.ca) on 2014-02-11T18:50:14Z No. of bitstreams: 0 en
dc.description.provenance Made available in DSpace on 2014-02-11T18:50:14Z (GMT). No. of bitstreams: 0 Previous issue date: 2011 en
dc.language.iso en en_CA
dc.publisher Atlantic Schools of Business en_CA
dc.subject.lcsh Brand loyalty
dc.subject.lcsh Stock car racing -- Economic aspects
dc.subject.lcsh NASCAR (Association)
dc.subject.lcsh Relationship marketing
dc.title Trading paint: the transfer of brand meaning in NASCAR racing en_CA
dc.type Text en_CA
dcterms.bibliographicCitation Proceedings of the 41st Atlantic Schools of Business conference, University of Prince Edward Island, 2011, pp 324-334
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