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19296. Nascar Branding and Nascar as a Brand. NEW, WINTER-SPRING 2017This paper provides a review of the scholarly literature on the branding and sponsorship of NASCAR (National Association of Stock Car Auto Racing) using the conceptual framework of brands, branding, and brand equity. The scholarly literature on NASCAR branding through celebrity endorsements, corporate sponsorships and other means is reviewed. Because sponsorship is the biggest source of revenue for NASCAR, the review focuses closely on NASCAR sponsorship and the interrelationships between NASCAR branding and sponsor brands. The initial guiding research questions for this review included the following: What is the NASCAR “brand” and the features which characterize it? What are the various mechanisms and strategies through which NASCAR has built this brand? What is the relative effectiveness of different branding strategies? What are the risks and benefits in sponsorship and celebrity endorsements for NASCAR and the NASCAR brand? What are the risks and benefits for sponsors and sponsor brands? What are the interrelationships between the brands of NASCAR sponsors and the NASCAR brand? MLA Style. 14 pages, 41 footnotes, 14 bibliographic sources, 3,818 words.

TAGS: NASCAR, branding, brands, brand equity, NASCAR sponsorship, stock cars, car racing, celebrity endorsements.

  $98


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