Article2010

Ambush Marketing Disclosure Impact on Attitudes toward the Ambusher's Brand

13 citations0/0 files storedRecherche et Applications en Marketing (English Edition)

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

Abstract

This study examines the effect of ambush marketing disclosure on attitudes toward the ambusher's brand. The results of an experiment conducted to this end show that ambush disclosure negatively influences perceived integrity, affective response and purchase intention. Involvement in the event and attitudes toward sponsorship of an event both moderate consumers' response to ambush marketing.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1985Trust in close relationships.2003Brand Synthesis: The Multidimensionality of Brand Knowledge 1984Audience Involvement in Advertising: Four Levels 1988Attitudes: A new look at an old concept.2007A Social Psychology of Knowledge 1966Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design 1993Caution in the Use of Difference Scores in Consumer Research

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2019The gladiatorial sponsorship arena: how ambushing impacts memory

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