Demographic and psychographic variables predicting NASCAR sponsor brand recall

Four demographic variables (education, age, gender and internet use) and two psychographic variables (attitude towards NASCAR sponsors and NASCAR involvement) were investigated for impact on NASCAR fan ability to recall sponsor brands. Regression analysis indicates that the above variables are significant predictors of ability to recall sponsor brands, combining to explain 33% of observed variance.

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Year of publication:	2008
Authors:	Kinney, Lance ; McDaniel, Stephen R ; DeGaris, Larry
Published in:	International Journal of Sports Marketing and Sponsorship. - Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 9.2008, 3, p. 11-21
Publisher:	Emerald Group Publishing Limited
Subject:	NASCAR \| demographics \| psychographics \| brand recall

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/IJSMS-09-03-2008-B005 [DOI]
Source:	Other ZBW resources

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