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Sport Participant Attitudes toward Ambush Marketing: An Exploratory Study of ING New York City Marathon Runners
16 references·2 citing·46 second hop
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(2008)Examining customer engagement and brand intimacy in social media context (2020)Evaluating Structural Equation Models with Unobservable Variables and Measurement Error (1981)Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives (1999)Bowling alone: the collapse and revival of American community (2000)Capacity of Mass Participant Sport Events for the Development of Activity Commitment and Future Exercise Intention (2011)Revisiting the host city: An empirical examination of sport involvement, place attachment, event satisfaction and spectator intentions at the London Olympics (2016)Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment (2017)Ambush Marketing ¿ A Threat to Corporate Sponsorship (1996)Longitudinal Effects of Corporate Social Responsibility on Customer Relationships (2010)Leveraging sponsorship: The activation ratio (2013)Theory Construction as Disciplined Imagination (1989)The theory of planned behavior (1991)Nature and Operation of Attitudes (2001)International Sport Event Participation: Prior Sport Involvement; Destination Image; and Travel Motives (2007)Exploring Destination Image, Experience and Revisit Intention: A Comparison of Sport and Non-Sport Tourist Perceptions (2010)Destination Fascination and Destination Loyalty: Subjective Well-Being and Destination Attachment as Mediators (2019)The Psychology of Interpersonal Relations. 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(1958)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Consumer Loyalty: The Meaning of Attachment in the Development of Sport Team Allegiance (2006)Customer Engagement With Tourism Brands (2012)Progress and prospects for event tourism research (2015)Sponsorship – Legitimising the Medium (1991)Sponsorship and the Image of the Sponsor (1991)The Role of Sponsorship in the Marketing Communications Mix (1991)Awareness as a measure of sponsorship effectiveness: the Adelaide Formula One Grand Prix and evidence of incidental ambush effects (1997)The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective (2019)Attitudes and Cognitive Organization (1946)Awareness of Sponsorship and Corporate Image: An Empirical Investigation (1994)Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes (1999)Achieving brand loyalty through sponsorship: the role of fit and self-congruity (2011)Sport Sponsorship: The Relationship Between Team Loyalty, Sponsorship Awareness, Attitude Toward the Sponsor, and Purchase Intentions (2013)Understanding Consumer Response to Sponsorship Information: A Resource‐Matching Approach (2012)Sports marketing: an examination of academic marketing publication (1999)Sponsorship‐linked marketing: a set of research propositions (2011)
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References

  • 2001The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual's Psychological Connection to Sport1,079 cited
  • 1996Sponsorship: From Management Ego Trip to Marketing Success389 cited
  • 2010Sport involvement: A conceptual and empirical analysis275 cited
  • 2005Enduring Involvement, Situational Involvement, and Flow in Leisure and Non-leisure Activities252 cited
  • 1994Point of View: Ambush Marketing: Immoral or Imaginative Practice?150 cited
  • 2008An Evaluation of Theoretical Frameworks for Studying Physically Active Leisure129 cited
  • 1998Ambush marketing: Is confusion to blame for the flickering of the flame?121 cited
  • 1998Ambush marketing: Corporate strategy and consumer reaction118 cited
  • 1998The implications of recency and gender effects in consumer response to ambush marketing108 cited
  • 1998Ambush marketing: The undeserved advantage92 cited
  • 2008The Olympic brand, ambush marketing and clutter89 cited
  • 2004An Examination of the Effects of Time on Sponsorship Awareness Levels89 cited
  • 2009The Role of Involvement in Sports and Sport Spectatorship in Sponsor's Brand Use: The Case of Mountain Dew and Action Sports Sponsorship73 cited
  • 1996Strategic Implications of Attitude-Toward-the-Ad in Leveraging Event Sponsorships70 cited

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  • 1998The legal and practical prevention of ambush marketing in sports68 cited
  • 2004Sponsorship ambushing in sport64 cited
  • Cited by

    • 2022Participant or spectator? Comprehending the sport sponsorship process from different perspectives18 cited
    • 2015A Systematic Literature Review on Ambush Marketing in Sport10 cited