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Image Effect of Ambush Marketing: The Case of FIFA Soccer World Cup 2010

Author

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  • Hutter, Katharina
  • Schwarz, Uta

Abstract

Ambush marketing is becoming a more and more relevant topic. However, most research has remained descriptive. No study has yet considered the image effects of ambush marketing using a causal model. Thus, the present paper provides a causal model of ambush marketing focusing on cognitive and affective image and their effects on downstream variables such as attitudes and purchase intention. The results of an online-survey with 278 respondents show that for typical sports brands affective image has a stronger impact on attitude towards the ambusher brand. In contrast, for atypical sport brands cognitive image has a stronger impact on the evaluation of the ambusher. Further, a strong impact of attitude towards the ambusher brand on purchase intention has been identified.

Suggested Citation

  • Hutter, Katharina & Schwarz, Uta, 2012. "Image Effect of Ambush Marketing: The Case of FIFA Soccer World Cup 2010," EconStor Conference Papers 96481, ZBW - Leibniz Information Centre for Economics.
    • Handle: RePEc:zbw:esconf:96481
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Ambush marketing; Guerilla marketing; Image; PLS; Sport event;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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