Trading paint: the transfer of brand meaning in NASCAR racing

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