What Drives Ambush Marketer Misidentification?

Elisabeth Wolfsteiner, Reinhard Grohs, Udo Wagner

Publications: Contribution to journalArticlePeer Reviewed

Abstract

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.
Original languageEnglish
Pages (from-to)137-154
Number of pages18
JournalJournal of Sport Management
Volume29
Issue number2
DOIs
Publication statusPublished - 2015

Austrian Fields of Science 2012

  • 502019 Marketing

Keywords

  • IB
  • BWL
  • BRAND IMAGE
  • ambusher/sponsor fit with the event
  • INVOLVEMENT
  • SPONSORSHIP
  • RECALL
  • PROMINENCE
  • ambush marketing strategies
  • EVENT
  • event involvement
  • ambusher/sponsor prominence
  • RELATEDNESS
  • ambush marketer misidentification
  • ambush marketing knowledge
  • Ambush marketing knowledge
  • Event involvement
  • Ambush marketing strategies
  • Ambusher/sponsor fit with the event
  • Ambush marketer misidentification
  • Ambusher/sponsor prominence

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