Are Crashes Good or Bad for NASCAR Sponsors?
DOI:
https://doi.org/10.18533/ijbsr.v6i3.937Keywords:
Crash, NASCAR, sensation seeking, sponsorship, sport fandom.Abstract
The purpose of the present research is to examine the influence of accidents (i.e., car crashes) on sponsorship effects (i.e., brand recall and attitude toward the brand) in NASCAR racing. An experiment was conducted with two types of experimental videos, one with a crash and the other with no crash. A total of 239 university students were divided into an experimental group and a control group. The research participants watched one of two types of videos and responded to a questionnaire. The results concluded that watching a crash increased brand recall, but it did not have an impact on attitude toward the brand. Another analysis revealed, however, experiment participants who watched a crash formed favorable attitude toward the sponsoring brand if their sensation seeking and sport fandom were high. These findings implies that an accident actually has positive impacts on sponsorship effects such as brand awareness and attitude toward the brand.
References
As sponsorship borders fall, spending rises. (2016, January 5). IEG Sponsorship Report. Retrieved from http://www.sponsorship.com
Biscaia, R., Correia, A., Rosado, A. F., Ross, S. D., & Maroco, J. (2013). Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions. Journal of Sport Management, 27(4), 288-302.
Burton, R., & O’Reilly, N. (2012, December 10). How fan, sponsor reactions factor into team decisions. Street & Smith’s SportsBusiness Journal, 15(34), 35.
Bustin, G. M., Jones, D. N., Hansenne, M., & Quoidbach, J. (2015). Who does Red Bull give wings to? Sensation seeking moderates sensitivity to subliminal advertisement. Frontiers in Psychology, 6. 1-6.
Cianfrone, B. A., & Zhang, J. (2013). The impact of gamer motives, consumption, and in-game advertising effectiveness: A case study of football sport video games. International Journal of Sport Communication, 6, 325-347.
Dolles, H., & Söderman, S. (2008). Mega-sporting events in Asia-Impacts on society, business and management: An introduction. Asian Business & Management, 7(2), 147-162.
Eckard, E. W., Jr. (1991). Competition and the cigarette TV advertising ban. Economic Inquiry, 29, 119-133.
Etzel, M. J., Walker, B. J., & Stanton, W. J. (2007) Marketing (14th ed.). Boston: McGraw-Hill.
Fleischman, B., & Pearce A. (1998). Inside sport NASCAR racing. Canton, MI: Visible Ink.
Garrett, J. (2015, August 26). Driver killed in IndyCar wreck was a student of crashes. The New York Times, pp. B9, B13.
Hawkins, D. I., & Mothersbaugh, D. L. (2013). Consumer behavior: Building marketing strategy (12th ed.), New York: McGraw-Hill.
Herrmann, J. L., Corneille, O., Derbaix, C., Kacha, M., & Walliser, B. (2014). Implicit sponsorship effects for a prominent brand. European Journal of Marketing, 48(3/4), 785-804.
Hickman, T. M. (2015). The impact of fan identification, purchase intentions, and sponsorship awareness on sponsors' share of wallet. Sport Marketing Quarterly, 24, 170-182.
Indja, S. (2013). How Red Bull reinvented sports marketing. The Sports Business Exchange. Retrieved from http://www.thesportsbusinessexchange.com/2013/11/how-red-bull-reinvented-sports-marketing/
Jensen, J. A., & Cobbs, J. (2014). Analyzing return-on-investment in sponsorship: Modeling brand exposure, price and ROI in Formula One racing. Journal of Advertising Research, 54(4), 435-447.
Jensen, J. A., Walsh, P., Cobbs, J., & Turner, B. A. (2015). The effects of second screen use on sponsor brand awareness: a dual coding theory perspective. Journal of Consumer Marketing, 32(2), 71-84.
Jensen, R., Bowman, N., Wang, Y., & Larson, B. (2012). New league, new market and new sponsorship: an exploratory study of attitudes towards shirt sponsorship in Major League Soccer. Soccer & Society, 13(4), 536-554.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
Ko, Y. J., Kim, K., Claussen, C. L., & Kim, T. H. (2008). The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products. International Journal of Sports Marketing & Sponsorship, 9(2), 79.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
Lee, S. H. (2010). Influence of brand exposure frequency and sport involvement on sport sponsorship effects: An examination of mere exposure (Unpublished doctoral dissertation). Indiana University, Bloomington, IN.
Lee, S. H., & Pedersen, P. M. (2010). The influence of brand exposure frequency and brand familiarity on sport sponsorship effects: An examination of mere exposure. International Journal of Sports Sciences and Physical Education, 1(1), 15-20.
Lee, S. H., & Pedersen, P. M. (2011). Measuring sponsorship effects in intercollegiate sport: An examination of Division I basketball. Journal of Sponsorship, 4(4), 391-401.
Leone, C., & D'arienzo, J. (2000). Sensation-seeking and differentially arousing television commercials. The Journal of Social Psychology, 140(6), 710-720.
Lim, C., Lee, W. Y., & Pedersen, P. M. (2013). Investigating the moderating role of sport service type and personality on audiences' emotional responses to hedonic vs. cognitive advertisements. Journal of Global Scholars of Marketing Science, 23(1), 55-71.
Madrigal, R. (2000). The influence of social alliances with sports teams on intentions to purchase corporate sponsors' products. Journal of Advertising, 29(4), 13-24.
Mazodier, M., & Merunka, D. (2012). Achieving brand loyalty through sponsorship: the role of fit and self-congruity. Journal of the Academy of Marketing Science, 40(6), 807-820.
McDaniel, S. R., & Kinney, L. (1998). The implications of recency and gender effects in consumer response to ambush marketing. Psychology & Marketing, 15(4), 385-403.
McDaniel, S. R., Lim, C., & Mahan, J. E. (2007). The role of gender and personality traits in response to ads using violent images to promote consumption of sports entertainment. Journal of Business Research, 60(6), 606-612.
McDaniel, S. R., & Zuckerman, M. (2003). The relationship of impulsive sensation seeking and gender to interest and participation in gambling activities. Personality and Individual Differences, 35(6), 1385-1400.
Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & Marketing, 18(2), 95-122.
Odland, S. (2012, February 27). NASCAR's back! Forbes. Retrieved from http://www.forbes.com/sites/steveodland/2012/02/27/nascars-back/#2737b6e71c1d
Shaw, S. (2011). Airline marketing and management. Surrey, UK: Ashgate.
Stephenson, M. T., Velez, L. F., Chalela, P., Ramirez, A., & Hoyle, R. H. (2007). The reliability and validity of the Brief Sensation Seeking Scale (BSSS‐8) with young adult Latino workers: Implications for tobacco and alcohol disparity research. Addiction, 102(s2), 79-91.
Sutton, W. A., McDonald, M. A., Mime, G. R., & Cimperman, J. (1997). Creating and fostering fan identification in professional sports. Sport Marketing Quarterly, 6(1), 15-22.
Tsiotsou, R. H., Alexandris, K., & Cornwell, T. B. (2014). Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship. International Journal of Advertising: The Review of Marketing Communications, 33(2), 295-327.
Wann, D. L. (2002). Preliminary validation of a measure for assessing identification as a sport fan: The sport fandom questionnaire. International Journal of Sport Management, 3, 103-115.
Westberg, K., & Pope, N. (2014). Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion. Journal of Marketing Communications, 20(6), 419-437.
Willis, K. (2015, December 5). Rubbin’s Racin’: A look back where they wrecked, and how often, in 2015. The Daytona Beach News-Journal. Retrieved from http://www.news-journalonline.com/article/20151205/SPORTS/151209770
Zuckerman, M. (1971). Dimensions of sensation seeking. Journal of Consulting and Clinical Psychology, 36, 45–52.
Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 1-27.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).