Sports sponsorship and the risks of ambush marketing
The moderating role of corporate reputation in the effects of disclosure of ambush marketers on attitudes and beliefs towards corporations
Bibliographic Data
| ID | 21498129 |
|---|---|
| Authors | Lira Yun (0000-0003-4477-8378, University of British Columbia), Kihan Kim (0000-0003-1912-2756, Seoul National University), Yunjae Cheong (Hankuk University of Foreign Studies, corresponding author) |
| Year | 2020 |
| Volume | 39 |
| Issue | 7 |
| Pages | 921-942 |
| Publication date | 2020-10-02 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2019.1710971 |
| OpenAlex | W2999825373 |
| Language | EN |
| References cited | 54 |
This study examines the possibility that ambush marketers may run the risk of image corruption if consumers correctly discern the true sponsors from the ambush marketers. Further investigated in this study is whether the risks associated with ambush marketing vary by consumer perceptions of corporate reputation. Two experiments, a 2-by-2 and a 2-by-2-by-2 mixed factorial experiments, were conducted to test two sets of hypotheses. A total of 78 and 120 college students were randomly assigned to one of the manipulation conditions in a respective experiment. Dependent variables were attitudes toward the company and the corporate beliefs. Findings indicate that exposure to information on a company’s pseudo sponsorship (i.e., ambush marketing) activities led to more favorable perceptions of the company when a disclosure revealing the true status of the company as an ambush marketer was not available, but the same pseudo sponsorship information led to negative perceptions of the company when such disclosure was available. Furthermore, a highly reputable company, as compared to a less reputable company, was found to encounter greater risks of the corporate perceptions worsening by the company being correctly recognized as an ambush marketer. Overall, the findings suggest that ambush marketers can incur serious damage to the consumer perceptions of the company when consumers correctly recognize the ambush marketer status, and that the magnitude of the damage tends to be greater for companies with high reputations than low reputations. This study contributes to the sponsorship literature by establishing conditions under which ambush marketing is detrimental for a company, and how corporate reputation plays a moderating role. Limitations and future research directions are discussed
Advertising · Ambush marketing · Business · Perception · Political science · Reputation · Consumer Behavior in Brand Consumption and Identification · Corporate Identity and Reputation · Marketing and Advertising Strategies · Psychology · Marketing
Satisfaction
The Reputation QuotientSM
The Antecedents and Consequences of Customer Satisfaction for Firms
The Company and the Product
Effect of expectation and disconfirmation on postexposure product evaluations
Understanding Information Systems Continuance
A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions
Things I have learned (so far)
Designing Research for Application
| Highly cited | No |
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