Levin, Aron M.; Beasley, Fred; Gilson, Richard L. - In: International Journal of Sports Marketing and Sponsorship 9 (2008) 3, pp. 35-46
This research examined fans' purchase intentions towards the sponsor of a NASCAR (National Association for Stock Car Auto Racing) event and towards the previous sponsor. The study shows that fans are more likely to purchase from the current sponsor and less likely to purchase from the previous...