TY - GEN
T1 - The Impact of Different Ambush Marketing Disclosure Strategies on Brand Attitude
AU - Wolfsteiner, Elisabeth
AU - Grohs, Reinhard
AU - Reisinger, Heribert
N1 - Theme: Individuals and Behavior, Changing Markets and Institutions
PY - 2015
Y1 - 2015
N2 - Event organizers as well as event sponsors devote large amounts of money to limit ambush marketing activities at major sport events and to protect the sponsorship value. As it is not possible to protect all sponsor rights by law, event organizers implement counter-ambushing strategies to make event
spectators aware of the positive effects of sponsorship and the negative effects of ambush marketing. Little is known, however, how consumers respond to different ambush marketing disclosure strategies in terms of their attitudes toward ambush
marketers. Drawing on the goodwill concept and the persuasion knowledge model, an experiment investigates the effects of no disclosure and two different disclosure strategies (“information & education” vs. “name & shame”) and compares them with respondents’ attitudes toward sponsors and nonsponsors.
AB - Event organizers as well as event sponsors devote large amounts of money to limit ambush marketing activities at major sport events and to protect the sponsorship value. As it is not possible to protect all sponsor rights by law, event organizers implement counter-ambushing strategies to make event
spectators aware of the positive effects of sponsorship and the negative effects of ambush marketing. Little is known, however, how consumers respond to different ambush marketing disclosure strategies in terms of their attitudes toward ambush
marketers. Drawing on the goodwill concept and the persuasion knowledge model, an experiment investigates the effects of no disclosure and two different disclosure strategies (“information & education” vs. “name & shame”) and compares them with respondents’ attitudes toward sponsors and nonsponsors.
KW - IB
KW - BWL
UR - https://kuleuvencongres.be/EMAC2015/w/files/program/
M3 - Contribution to proceedings
BT - Collaboration in Research, Proceedings 44th EMAC Conference
CY - Leuven
ER -