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Demographic and psychographic variables predicting NASCAR sponsor brand recall

2008; Emerald Publishing Limited; Volume: 9; Issue: 3 Linguagem: Inglês

10.1108/ijsms-09-03-2008-b005

2515-7841

Lance Kinney, Stephen R. McDaniel, Larry DeGaris,

Consumer Market Behavior and Pricing

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.