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Trading paint: the transfer of brand meaning in NASCAR racing
Date:
2011
Type:
Text
Source:
Proceedings of the 41st Atlantic Schools of Business conference, University of Prince Edward Island, 2011, pp 324-334
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.
Subject:
- Brand loyalty
- Stock car racing -- Economic aspects
- NASCAR (Association)
- Relationship marketing
URI:
Link to Full Text
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