Article2005

Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing

Francis John Farrelly · Pascale G. Quester · Stephen A. Greyser

114 citations0/0 files storedJournal of Advertising Research

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

ABSTRACT This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co-branding objectives sought from the relationship, ambush is not necessarily as dangerous to sponsors as it has been in the past. Sponsors can use ambushers9 attacks to their advantage by drawing attention to issues of legitimacy, by enhancing brand or corporate authenticity, and by appealing to consumers increasingly wary of disingenuous brands. Our findings confirm the potential to approach the sponsorship relationship as a co-marketing alliance to optimize co-branding objectives and to negate the effects of ambush.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 114 citations exist upstream.

References

1998Welcome to the experience economy.2019Welcome to the experience economy 2000Determinants of Sports Sponsorship Response 2004Leveraging the Corporate Brand 1999Relatedness, Prominence, and Constructive Sponsor Identification 2001Advertising and Promotion Leverage on Arts Sponsorship Effectiveness 2000The Commodification of the American West: Marketers’ Production of Cultural Meanings at the Trade Show 1999Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies

Cited by

2013Are sponsorship announcements good news for the shareholders? Evidence from international stock exchanges 2014Sponsorship effectiveness in professional sport: an examination of recall and recognition among football fans 2014Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit 2010Not Playing the Game: Why Sport Sponsorship Relationships Break Down 2011The evolving sophistication of ambush marketing: A typology of strategies

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.