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NASCAR Fans' Zeal Fuels Brand Loyalty.
Knight Ridder/Tribune Business News, August, 2002
By Chris O'Malley, The Indianapolis Star Knight Ridder/Tribune Business News
Aug. 3--Some buy the product recommended by Consumer Reports.
Others pick that which most appeals to the flesh -- that tastes, looks or feels best.
Millions more buy the product of a company that sponsors a man who drives 200 mph in circles.
"My favorite driver is Number 2 Rusty Wallace, and the only kind of beer that I ever drink is Miller Lite. Why? Simple -- because Rusty is the man and hopefully this year's Brickyard winner," said Lynn Rymal, a Westside resident smitten with Wallace since he drove a Thunderbird to victory at Richmond a decade ago.
Driven by intense loyalty, NASCAR fans often defy conventional wisdom on price in exchange...
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