Browsing Conference Proceedings 2011 by Subject "Brand loyalty"

Browsing Conference Proceedings 2011 by Subject "Brand loyalty"

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    Trading paint: the transfer of brand meaning in NASCAR racing 
    Fullerton, Gordon L. (Gordon Lee), 1964- (Atlantic Schools of Business, 2011)
    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 ...