A Critique of Personality Fit in NASCAR Assignment

A Critique of Personality Fit in NASCAR - Assignment Example (1), Pp. 25-35. The study was carried out in an attempt to determine whether the personality fit between the drivers of NASCAR and their major sponsors affects the outcome of consumer attitudes in terms of sponsorships to the sponsor. The study also intended to determine whether the consumer attitudes towards the brand and the purchase intentions are affected by the personality fit between drivers and their sponsors. A literature review on NASCAR was carried out and it was noted that all fans of NASCAR normally choose their favourite driver based on the driver’s personality. It was also noted that the drivers are normally used as brand endorsers and they normally represent the brands of their sponsors. The review also notes that the drivers are normally branded with the brand name of their sponsors in that their uniforms, helmets and their cars bear the names of the brands. A theoretical framework was also presented in relation to event sponsorship and celebrity endorsements. The hypothesis adopted by the researchers is related to the congruence theory and they noted that people are more likely to process, store and remember information if it is related to information they have seen before. The hypothesis used in this study suggests that the response of customers to advertisements or sponsorships is significantly affected by the similarity of the endorser and the brand personality.