Affinity and Beyond: Leveraging NASCAR's Integrated Supply Network to Drive Fan Equity

摘要

The National Association for Stock Car Auto Racing (NASCAR) serves as the context for a case study in which the concept of fan equity—the net present value of current and future fan revenue—is considered integral to its supply network. We posit that fan equity is driven by relationship equity created through relationship-building activities generated by the NASCAR governing body, sponsors, tracks, teams, drivers, the media, and fans themselves. This study suggests that the driving force of relationship equity is the cooperation of these entities, each of which recognizes the value of supply network relationships and leverages the investment in relationship-building and cooperative-marketing efforts to create, nurture, and grow fan equity.View full textDownload full textKEYWORDScustomer equity model, fan equity, NASCAR, relationship equity, sports marketingRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/1046669X.2012.686861