The purpose of this study was to examine the use of and attitudes toward social networking as a tool for use by NASCAR speedways and to gauge track perceptions on the effectiveness of social media as a marketing tool. Individual NASCAR tracks were surveyed (n=22, 84.6% response) to explore current track social media practices and the potential impact of social networking sites on NASCAR marketing and consumer relations. Results found that individual tracks as well as the two major ownership groups highly agreed about issues concerning the use of social media to increase sales and to develop fan bases. However, they also agree there are other marketing tactics that are still more effective than social media at this time.

The purpose of this study was to determine if personality fit between NASCAR drivers and their major sponsors affects the sponsorship outcomes of consumer attitudes toward the sponsor, attitudes toward the brand, and purchase intentions during a NASCAR event. Moreover, fan identification and product involvement were examined as moderators between personality fit and the three sponsorship outcomes. A cross-sectional, non-experimental, exploratory study was conducted at a NEXTEL Cup event in April 2007, the NASCAR Samsung 500 at Texas Motor Speedway in Fort Worth, Texas. Several hundred paper-and-pencil questionnaires were distributed to willing participants prior to the start of the race. A total of 385 questionnaires were distributed during the event, and 347 were completed and useable for data analysis, resulting in a 90% response rate. The demographic variables analyzed in this study showed that there were approximately 58% males and 38% females (percentages may not add up to 100 due to rounding or missing responses). The majority of the sample was Caucasian (82%) and married (62%). Respondents at this event were fairly evenly distributed according to age with 11.2% in the 18-24 range, 25.6% in the 25-34 range, 33.7% in the 35-44 range, 18.2% in the 45-54 range and 7.5% in the 55 and older age range. Finally, most of the respondents were high school graduates (31%) or had some college experience (23%). Data analyses conducted in the study included a factor analysis, descriptive statistics (i.e., frequencies, means, and standard deviations), bivariate correlations, and hierarchical moderated regression analyses. Results indicated that there were three personality dimensions present among the NASCAR drivers and their major sponsors: (1) Excitement/Ruggedness, (2) Competence/Sophistication, and (3) Sincerity. Personality fit on all dimensions had a positive effect on each of the three dependent variables: attitude toward the sponsor, attitude toward the brand, and purchase intentions, with personality fit on Dimension 1 having the strongest overall impact. Fan identification moderated the relationship between personality fit and all three dependent variables. Product involvement had a significant direct effect on all three dependent variables, but had only a slight moderating effect on personality fit and attitude toward the sponsor.

The purpose of this research study was to provide a rich and thick description of what it means to be a NASCAR (National Association of Stock Car Racing) fan. Specifically, the researcher examined how NASCAR fans create their sport fan identity, how being a NASCAR fan influences their overall identity, and the social and cultural aspects associated with being a NASCAR fan. The participants consisted of 12 (10 male & 2 female) self-identified NASCAR fans in attendance at one of three races (Daytona 500 at Daytona International Speedway in Daytona Beach, FL; Samsung/RadioShack 500 at Texas Motor Speedway in Justin, TX; or the Richmond 400 at the Richmond International Raceway (RIR) in Richmond, VA) during the 2006 NASCAR Nextel Cup Series season. Interviews were transcribed verbatim and analyzed, yielding four major themes. The themes that emerged included: (a) entry into NASCAR, (b) being A NASCAR Fan, (c) "ya'll NASCAR fans": fan camaraderie, and (d) win on Sunday...sell on Monday. In general, the participants expressed that their entrance into the sport of NASCAR had been facilitated by close friends and family. Whether they grew up going to the racetrack with their family or were persuaded by a close friend to attend a race, the experience of attending a NASCAR Sprint Cup event propelled them on a lifelong journey following the sport. All of the participants articulated their affinity for fellow NASCAR fans and spending time with other fans at the track, serving as a way of enhancing their sport fan identity. The NASCAR fans in this study also expressed that the amount of sponsorship within the sport was something that they viewed as having an impact on their behavior as a consumer, with many having noted they try to exclusively purchase NASCAR sponsor brands. Recommendations for researchers based on the interviews are also discussed. / Kinesiology

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In some organizational settings and in the field of competitive automobile racing, certain situations and rules place an emphasis on and sometimes escalate the need for effective team communications. This dissertation hypothesizes that effective and dense communications contributes directly to team performance. Supported by organizational behavioral and lean six sigma theory, communications is declared a form of waste within the context of Industrial Engineering subject to data collection, measurements, and real-time, value-added metrics. Measuring and reporting trends in communications provides a basis for a new and unique model called a Communications Productivity Model (CPM) with an associated Communications Density Report (CDR). Industrial Engineering productivity, statistics, linguistic and text analysis tools were combined to develop a unique Dynamic Productivity Index (DPI) enhancing the CDR as a means to rapidly provide meaningful and value-added feedback on recent and future performance. Data was collected on actual automobile racing teams to validate the new communications model, report on the results using the CDR and introduce the DPI. Future research is also proposed in this dissertation to enhance the new communications model whereby speech recognition technologies are evaluated and tested.

Thesis (M.A.)--Ohio University, June, 2005. / Title from PDF t.p. Includes bibliographical references (p. 70-74)

This paper presents the results of a study on exhaust manifold design for a NASCAR Restrictor plate internal combustion engine. A computer simulation model was developed using Ricardo WAVE software. WAVE is a computer-aided engineering code developed by Ricardo to analyze the dynamics of pressure waves, mass flows and energy losses in ducts, plenums and the intake and exhaust manifolds of various systems and machines. [1] The model was validated against experimental data from a current NASCAR Winston Cup restrictor plate motor. The parameters studied have been exhaust manifold diameters and lengths. A response surface analysis of the simulation output followed. The analysis of results shows the design parameters of the existing exhaust manifold are not optimized. The findings from these studies are used to derive exhaust system design guidelines which define optimum exhaust system geometry to maximize average Brake Horsepower over a given powerband for a restrictor plate NASCAR engine.

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This study examined the exposure of the Nextel brand name in major U.S. newspapers 1 year before and after Nextel became the primary sponsor of the North American Stock Car Association of Racing. A content analysis of 576 newspaper articles was performed. The hypotheses tested the quantity and quality of Nextel's coverage, as well where the stories were appearing and where the brand was being used in the stories. The study found the number of Nextel mentions in year two was almost 4 times as many as year one. The data reveal a dramatic increase in cases found in sports stories. In regard to value, Nextel's NASCAR sponsorship resulted in less negative and considerably more neutral media coverage. However, Nextel's mentions also became less positive. Nextel mentions associated with NASCAR increased in year two, from none in year one to 62.5% of all cases in year two.