Are Crashes Good or Bad for NASCAR Sponsors?

Sanghak Lee

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.


Keywords


Crash, NASCAR, sensation seeking, sponsorship, sport fandom.

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DOI: http://dx.doi.org/10.18533/ijbsr.v6i3.937

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