The Impact of Consumers’ Attitude toward Ambush Marketing on Effectiveness of Official Sponsorship

Long-Yuan and Lee

Advances in Management and Applied Economics, 2019, vol. 9, issue 4, 1

Abstract: The main purpose of this study is to explore whether the ambush effect of the consumer on unofficial sponsors will affect the sponsorship effect of official sponsors during the international sports events. The results of the study show that ambush marketing has weakened the effectiveness of official sponsored events between official and unofficial sponsors. Event-sponsor congruence has a significant effect on both official cognitive and attitude effectiveness. Suggestions and implications are discussed and would provide insights for event marketers to develop strategies to prevent the impact of ambush marketing. JEL classification numbers: M300, M310Keywords: Ambush marketing, Official sponsor, Congruence, Effectiveness

Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.scienpress.com/Upload/AMAE%2fVol%209_4_1.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spt:admaec:v:9:y:2019:i:4:f:9_4_1

Access Statistics for this article

More articles in Advances in Management and Applied Economics from SCIENPRESS Ltd
Bibliographic data for series maintained by Eleftherios Spyromitros-Xioufis ().