TY - JOUR
T1 - What Drives Ambush Marketer Misidentification?
AU - Wolfsteiner, Elisabeth
AU - Grohs, Reinhard
AU - Wagner, Udo
N1 - Publisher Copyright:
© 2015 Human Kinetics, Inc.
PY - 2015
Y1 - 2015
N2 - This article investigates the effectiveness of ambush marketing in terms of ambush marketer misidentification in the context of sports events. Grounded in associative network models and memory reconstruction heuristics, an empirical study examines how different ambush marketing strategies as well as event, ambush marketer, official sponsor, and individual consumer characteristics can result in ambush marketer misidentification. A descriptive survey collects data on consumers' knowledge and perceived misleading potential of four ambush marketing strategies. Finally, three experiments aim to determine the effectiveness of these strategies and the aforementioned drivers in terms of actual ambush marketer misidentification. The results from the experiments are contrasted with the findings from the survey study. Findings are discussed with emphasis on implications for researchers, ambush marketers, official sponsors, and event organizers.
AB - This article investigates the effectiveness of ambush marketing in terms of ambush marketer misidentification in the context of sports events. Grounded in associative network models and memory reconstruction heuristics, an empirical study examines how different ambush marketing strategies as well as event, ambush marketer, official sponsor, and individual consumer characteristics can result in ambush marketer misidentification. A descriptive survey collects data on consumers' knowledge and perceived misleading potential of four ambush marketing strategies. Finally, three experiments aim to determine the effectiveness of these strategies and the aforementioned drivers in terms of actual ambush marketer misidentification. The results from the experiments are contrasted with the findings from the survey study. Findings are discussed with emphasis on implications for researchers, ambush marketers, official sponsors, and event organizers.
KW - IB
KW - BWL
KW - BRAND IMAGE
KW - ambusher/sponsor fit with the event
KW - INVOLVEMENT
KW - SPONSORSHIP
KW - RECALL
KW - PROMINENCE
KW - ambush marketing strategies
KW - EVENT
KW - event involvement
KW - ambusher/sponsor prominence
KW - RELATEDNESS
KW - ambush marketer misidentification
KW - ambush marketing knowledge
KW - Ambush marketing knowledge
KW - Event involvement
KW - Ambush marketing strategies
KW - Ambusher/sponsor fit with the event
KW - Ambush marketer misidentification
KW - Ambusher/sponsor prominence
UR - http://www.scopus.com/inward/record.url?scp=84929077087&partnerID=8YFLogxK
U2 - 10.1123/JSM.2014-0122
DO - 10.1123/JSM.2014-0122
M3 - Article
SN - 1543-270X
VL - 29
SP - 137
EP - 154
JO - Journal of Sport Management
JF - Journal of Sport Management
IS - 2
ER -