Dale Earnhardt's death provided an opportunity to examine the merchandiser phenomena in the sport of NASCAR racing. When Dale Earnhardt died, buyers and sellers were exchanging memorabilia at an unprecedented rate. The price of his memorabilia escalated significantly after his death. The purpose of this study was to examine the price fluctuation of selected memorabilia over a one year period. Results indicated that prices fluctuated dramatically, especially by type of merchandise and where the merchandise was sold. The prices stabilized and shifted dramatically based upon significant events.
Munger, Kathleen and Groves, David L.
"Dale Earnhardt: Merchandizing of a NASCAR Icon,"
Visions in Leisure and Business: Vol. 21:
1, Article 7.
Available at: https://scholarworks.bgsu.edu/visions/vol21/iss1/7