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Abstract

The use of celebrities and athletes as product endorsers has long been the subject of examination by advertising and marketing professionals. The popularity of NASCAR in today’s culture has broadened the scope of celebrity athletes to include NASCAR drivers. As marketing and advertising ties to drivers increase, an analysis of the opportunities that exist for sponsors to develop a meaningful promotional campaign that produces the right mix of product and celebrity endorser becomes increasingly important. This case paper reviews the results of an exploratory study which examined the various characteristics fans associate with some of the top NASCAR drivers. The purpose is to investigate more closely the characteristics fans like – and even dislike—in their favorite drivers. The paper offers benefits to marketing and sponsorship practitioners looking to identify the personality traits which may help create the synergy between product and endorser in the development of persuasive promotional campaigns.

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