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

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  • Long-Yuan
  • Lee

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

Suggested Citation

  • Long-Yuan & Lee, 2019. "The Impact of Consumers’ Attitude toward Ambush Marketing on Effectiveness of Official Sponsorship," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 9(4), pages 1-1.
    • Handle: RePEc:spt:admaec:v:9:y:2019:i:4:f:9_4_1
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    References listed on IDEAS

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    1. Reinhard Grohs & Udo Wagner & Sabine Vsetecka, 2004. "Assessing The Effectiveness Of Sport Sponsorships – An Empirical Examination," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 56(2), pages 119-138, April.
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