[PDF][PDF] An exploratory investigation into NASCAR fan culture.
CH Amato, CLO Peters, AT Shao - Sport Marketing Quarterly, 2005 - Citeseer
CH Amato, CLO Peters, AT Shao
Sport Marketing Quarterly, 2005•CiteseerMarketers are taking notice of NASCAR's cultural impact and the impressive financial returns
to be garnered from investing in the sport. This work examines NASCAR fans and their sport-
related attitudes and behaviors. Results suggest that there are two follower types, those who
are deeply bonded to the sport, and those who are pledged to the sport but demonstrate
comparatively less commitment to racing, NASCAR-related media, and sponsors' products.
Managerial implications are discussed in terms of a relationship commitment metaphor.
to be garnered from investing in the sport. This work examines NASCAR fans and their sport-
related attitudes and behaviors. Results suggest that there are two follower types, those who
are deeply bonded to the sport, and those who are pledged to the sport but demonstrate
comparatively less commitment to racing, NASCAR-related media, and sponsors' products.
Managerial implications are discussed in terms of a relationship commitment metaphor.
Abstract
Marketers are taking notice of NASCAR's cultural impact and the impressive financial returns to be garnered from investing in the sport. This work examines NASCAR fans and their sport-related attitudes and behaviors. Results suggest that there are two follower types, those who are deeply bonded to the sport, and those who are pledged to the sport but demonstrate comparatively less commitment to racing, NASCAR-related media, and sponsors' products. Managerial implications are discussed in terms of a relationship commitment metaphor.
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