Summary The purpose of this paper was to look at the brand loyalty that NASCAR fans show towards sponsors of the circuit. The researchers laid out a claim that there is currently little empirical research on the effect that sponsorship has on sports fans’ loyalty towards sponsoring brands. “A key premise of sponsorship is the belief that positive attitudes towards a sporting event or team will transfer to the sponsoring brands, which will result in positive outcomes for the sponsors such as enhanced brand image and brand loyalty” (Levin, et. Al, 2004, pg. 11). The researcher notes that companies are spending more than ever on advertising and as a result it is important to study its effect on brand loyalty, so entities know how valuable their …show more content…
The questionnaire contained four items, taken from Chaudhuri & Holbrook (2001), that are used to measure brand loyalty, utilizing the five-point Likert scale. Individuals who reported that they did not drink beer were dropped from further analysis which resulting in a reduction of sample sizes from 330 for the race spectators and 99 for the quote sample. The survey instrument also contained six items, on a seven-point scale, that are used to measure the degree of identification of NASCAR. The sum of these six items for each respondent created the NASCAR Fan Identification Index for that respondent. Two of the items were in relation to how big of a NASCAR fan they were, and how big of a fan their family and friends perceived them to be. The other four asked the respondent how often they follow NASCAR on television and radio, how often they follow NASCAR in print media, how often they follow NASCAR on the internet, and how often they wear or display NASCAR related …show more content…
The researchers had undergraduate students conduct a questionnaire before entering the raceway at the 2003 Busch Series event. The purpose of the study was to investigate brand loyalty that NASCAR fans showed towards its respective sponsors, in this case beer companies. As a result, I find it to be a weakness that the researchers chose to conduct the survey before the race as opposed to after. The title sponsor of the racing series was Busch, a beer brand, and you can assume that they would have signage and their product throughout the stadium. You could also assume that drivers would also be driving cars sponsored by other beer brands. To improve this, I would have conducted the data collection after the race, after the fans have been into the track, absorbed the sponsors intended message, and have a more holistic opinion on the race day
Mise, J. K., Nair, C., Odera, O., & Ogutu, M. (2013). Determinants of Brand Loyalty and Product Quality of Soft Drink Consumers. Asian Journal of Business and Management , 1 (1), 8-13.
Using consumer survey information, we devised a metric for calculating and projecting Coors market share. While only 300 customers were surveyed (Research Study G), we made an assumption that this sample sufficiently represented the preferences of the greater population in the two-county market area. We also assumed that attitudes toward Coors were equally distributed amongst consumer weekly beer consumption levels. Then, we forecast Coors market share by multiplying the percentage of people with a certain preference by the Coors purchase percentage for that preference. We projected an anticipated market share range, between 13.7% and 21.5%, illustrated in Exhibit 2.
Shank, M. D. (2009). Sports marketing: a strategic perspective (4th Ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.
Early in our course we discussed the uniqueness of sport marketing. We noted that sporting events cannot be replicated. As I worked, I realized that for many of the participants and their families, this event may be a one-time occurrence.
The data for the primary research was collected through online surveys with sports fans and one-on-one sessions and focus group with athletes.
Defined by IEG (2013) as “cash and/or in-kind fee paid to a property in return for access to the exploitable commercial potential associated with that property”. The adoption and increasing adaptation of sponsorship exemplifies one of the most rapidly developing sectors of marketing communications activity. Evidenced by the fact that the total UK investment in this medium was only £4 million as recently as 1970 (Buckley, 1980; p10-14). However by 2015 the scale of expenditure in the worldwide market is estimated at £28.9bn and will become the largest stream of revenue in sport, compared to £28.6bn forecast from gate revenues according to PWC (2013). From the perspective of the consumer, having already been deluged with information sponsorship promotes differentiation amongst competitors and enables organisations’ to break through the immunity that consumers have developed to the innumerable advertising stimuli. (Lagae, 2003; p8). In an unobtrusive fashion, the salient public affiliation between the brand and the sport is thought to alter image perceptions of the brand (Brooks, 1994; pXX). (Milne and McDonald, 1999; p123).
As we know, the Indianapolis 500 is a spectacle that millions of fans look forward to every Memorial Day weekend. Corporations are continuously pursuing this opportunity to get a “piece of the pie”. We conducted a SWOT analysis (Strengths, Opportunities, Weaknesses, and Threats) to gain a better understanding of the landscape behind their marketing efforts and see where we might be able to improve it. Earlier, we summarized the long history and tradition of the Indianapolis 500. As we approach the 100th running of the race, these aspects will only become even more enticing to potential vendors for the event.
The National Football League (NFL) and NASCAR thrive on sponsors and vice versa. An NFL game is by far the most watched single game event in the country and gaining popularity exponentially worldwide. Their championship, the Super Bowl, is arguably the most watched television program in that particular year. In NASCAR, the Daytona 500 is their “Super Bowl” and is a very large event in its own right. Corporations all over the world jump on these mega advertising vehicles with the hope that their name is popularized which will result in profitability. In many cases, most of those who do buy airtime during NFL games, the Super Bowl, and during the major NASCAR races are very visible names and products that we already know about. Most of the time, these companies are trying to market new products or products that have been enhanced.
We see that energy drinks and sport drinks are used more frequently in young adults. Advertisement market to young individual to influence them to buy their products. Example, in a Powerade commercial you will see a man out on the basketball court running up and, down the court sweating and chugging a Powerade. This commercial put in the mind of young men that cool men play sports and drink Powerade. To fit into the image that was marketed to the young men you see many young men drinking Powerade and playing sports so, that they can be more like the cool man that was shown on the advertisement. We also see that brands like Red Bull and Monster sponsor NASCAR, Big Truck races, and Dirt bike races. These people who take in these activities are role models to many young adults. With sponsorship from energy drinks you will see many fans consuming the product. Energy drink and sport drink brands target people as consumers and, find ways to make money from
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
One of the differentiation strategies used by BMW is the creation of auto products that consumers can emotionally relate to. In building the BMW brand, the company has succeeded in positioning its products as prestigious or luxurious. Therefore, most consumers want to own a BMW car solely for the prestige it gives them. BMW products are not only purchased due to their usability or functionality but for the status they give the owner. Subsequently, when a person buys a BMW product, they are emotionally attached not just to the car but to the brand as a whole. This has created increased brand loyalty in BMW growing its customer base as more people search for the status associated with the company’s products.
Sports are one thing that unite people from various backgrounds. The idea of being up-to-date with trends is also something that is idolized over different cultures. The key place to find the latest and greatest trend is from the youth’s interest and sporting events. The fact that “RBMH covered all the various aspects of its marketing tools from making online feature films, television coverage, sports magazine called The Red Bulletin, and an in house record label” means that Red Bull is not afraid to dabble into new industries in order to expand their brand (Kansara, 4). Red Bull also has a unique 4-pack packaging that differentiates them from their competitors (Kansara, 4). Supporting over 500 extreme sports athletes leaves little to no room for competitors to try and be seen in the sports industry (page 6). Red Bull also uses social media, such as Twitter, to truly connect with their consumers rather than solely sale their product. They hope to remain a privately owned company (Kansara, 9), eliminating room for unauthentic replication of their brand. They also strongly connect to the youth because they are noted as a “rebellious drink” (Kansara,
With sports becoming more and more commercialized, sponsorships have taken over professional sports. In this paper, Alcohol and Tobacco sponsorships will be the issue of this paper. Sports sponsorship has become an important marketing tool for advertiser’s because of the flexibility, broad reach, and high level of brand or corporate exposure that it affords, (Krapp, 49). Yet some sponsors have created an uproar within the society, namely alcohol and tobacco products. These two make up about half of the sponsorship in professional sports today.
McDaniel, C., & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
From the study it is clear that people often purchase branded products since they are aware of the brand performance or perhaps they have a good past experience about the brands. This makes customer’s become loyal with the specific brand.