Unmasking the ambushers: conceptual framework and empirical evidence

Unmasking the ambushers: conceptual framework and empirical evidence Purpose – Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such disclosure on ambush marketers' brands? This study aims to answer this question, using an experimental approach. Design/methodology/approach – Two successive experiments were conducted. The first study used a student sample ( n =120) and a fictitious brand. The second study used a before‐and‐after experiment with control groups ( n =480), using four real brands and print disclosure articles. Data was collected from six French metropolitan areas and analysed using Repeated Measure ANOVA and MANOVA. Findings – Ambush marketing disclosure is associated with lower attitudes towards the ambusher's brand. Two variables moderate this effect: involvement in the event and attitude towards sponsorship, both of which worsen the negative influence of ambush disclosure on audiences' attitudes. Research limitations/implications – While the empirical work reflects one national context and one specific sport event, these findings are the first to empirically support the notion that disclosure of ambush practices adversely impacts ambushers' brand. Practical implications – These results offer official sponsors and event organisers an effective alternative strategy to legal protection, with demonstrated effects on the core target audience of the event. Originality/value – The literature has alluded to possible perverse effects of ambush marketing. This study is the first to draw an analogy with corrective advertising to test and demonstrate the impact of ambush disclosure on ambushers' brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Unmasking the ambushers: conceptual framework and empirical evidence

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090561211189284
Publisher site
See Article on Publisher Site

Abstract

Purpose – Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such disclosure on ambush marketers' brands? This study aims to answer this question, using an experimental approach. Design/methodology/approach – Two successive experiments were conducted. The first study used a student sample ( n =120) and a fictitious brand. The second study used a before‐and‐after experiment with control groups ( n =480), using four real brands and print disclosure articles. Data was collected from six French metropolitan areas and analysed using Repeated Measure ANOVA and MANOVA. Findings – Ambush marketing disclosure is associated with lower attitudes towards the ambusher's brand. Two variables moderate this effect: involvement in the event and attitude towards sponsorship, both of which worsen the negative influence of ambush disclosure on audiences' attitudes. Research limitations/implications – While the empirical work reflects one national context and one specific sport event, these findings are the first to empirically support the notion that disclosure of ambush practices adversely impacts ambushers' brand. Practical implications – These results offer official sponsors and event organisers an effective alternative strategy to legal protection, with demonstrated effects on the core target audience of the event. Originality/value – The literature has alluded to possible perverse effects of ambush marketing. This study is the first to draw an analogy with corrective advertising to test and demonstrate the impact of ambush disclosure on ambushers' brands.

Journal

European Journal of MarketingEmerald Publishing

Published: Feb 10, 2012

Keywords: Ambush marketing; Sponsorship; Ambush marketing disclosure; Corrective advertising; Marketing; Sporting events

References

  • Sports sponsorship as distinctive competence
    Amis, J.; Slack, T.; Berrett, T.
  • Attitudinal effects of ad‐evoked moods and emotions: the moderating role of motivation
    Batra, R.; Stephens, D.
  • Sports sponsorship, spectators recall and false consensus
    Bennett, R.
  • Consumer evaluation of sponsorship programmes
    D'Astous, A.; Bitz, P.
  • Competitive advantage through sponsorship
    Fahy, J.; Farrelly, F.J.; Quester, P.G.
  • Image management in sports organisation: the creation of value
    Ferrand, A.; Pages, M.
  • Commercial sponsorship
    Meenaghan, J.A.
  • Ambush marketing: corporate strategy and consumer reaction
    Meenaghan, T.
  • A new scale for the measurement of interpersonal trust
    Rotter, J.B.
  • Ambush marketing: is confusion to blame for the flickering of the flame?
    Shani, D.; Sandler, D.M.
  • Social psychological (mis)representations in television advertising
    Shimp, T.A.

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