Memory Effects of Different Relational Links between Brands and Sponsored Events

Wolfsteiner, Elisabeth; Grohs, Reinhard; Wagner, Udo

doi:10.1002/mar.20841

Cited by 14 publications

(7 citation statements)

References 42 publications

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“…Individuals with high team identification have a positive attitude towards the team sponsor brand and show positive purchase intentions. These individuals also indulge in spreading positive WOM about the sponsoring brand (Visentin et al , 2016; Zaharia et al , 2016a, b; Wolfsteiner et al , 2015).…”

Section: Methodsmentioning

confidence: 99%

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Kamath

Ganguli

George

2020

IJSMS

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PurposeThis paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender.Design/methodology/approachData were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM).FindingsAttachment points influence the formation of team identification, which, in turn, affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most. Age and gender have a moderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less than 21 years has more intention to spread positive WOM compared to the other age groups considered in the study.Practical implicationsThis study contributes towards sports sponsorship research and the paradigms of social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands.Originality/valueThis is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers' segments and their behaviour.

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Section: Methodsmentioning

confidence: 99%

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Kamath

Ganguli

George

2020

IJSMS

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“…Thus, research needs to address the question of whether or not countercommunications should be used at all and, if so, which type of countermessage is most beneficial for the sponsor. Past research into consumer processing of event sponsorship messages in the presence of ambushing activities has almost exclusively focused on brand memory and brand‐event associations as relevant outcome variables (e.g., Cornwell & Humphreys, ; Wolfsteiner, Grohs, & Wagner, ). Previous studies that looked at communications strategies to fight ambush marketing assessed how such messages influence memory links between the ambushing brand and the sponsorship property (Humphreys et al., ) or how they affect attitudes toward the ambusher (Mazodier et al., ).…”

Section: Discussionmentioning

confidence: 99%

Consumer Attitudes toward Sponsors’ Counterambush Marketing Ads

Koenigstorfer

Uhrich

2017

Psychol. Mark.

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Since the existing measures to prevent ambush marketing are widely ineffective, sponsors can use countercommunications, a public response to an ambushing attempt that aims to strengthen their own brand, relative to the ambusher. This research examines consumer responses to three types of counterambush marketing ads: humorous complaining, naming and shaming, and consumer education. Three experimental studies using both real and fictitious brands as well as different event settings indicate that a humorous counterad (vs. naming and shaming and consumer education counterads) results in more favorable consumer evaluations of the countermessage. The studies also show that perceptions of the advertising tactic's appropriateness mediate these effects and that a humorous counterad is only advantageous when consumers hold positive (vs. negative) attitudes toward the practice of ambush marketing. In addition, comparing the three types of counterads with a common sponsorship leveraging ad suggests that a humorous counterad and simply ignoring the ambusher produce equal perceptions of tactical appropriateness and similar positive indirect effects on consumer attitudes toward the ad. The studies thus provide implications for how sponsors can respond to ambushers. and 3). In doing so, this research makes the following contributions. First, the study compares the effects of different types of counterambush marketing ads (vs. common sponsorship leveraging; Study 3). While previous research shows that a third-party disclosure of an ambusher (i.e., the media) can decrease consumer attitudes toward the ambushing brand (Mazodier, Quester, & Chandon, 2012), no study has examined a situation where the official sponsor is the source of countercommunications and how consumers respond to these countermessages. This is important because sponsors may not be willing to leave it to the media or the sponsored property to decide whether and how to respond to an ambushing attempt.Second, in the comparison of the three types of counterads, this research considers response variables relating to both the advertising tactic (i.e., perceived tactical appropriateness) and the ad itself (i.e., attitude toward the ad). Thus, the studies provide insights into how the different types of counterads influence consumers' responses. Further, the present research takes into account consumer attitudes toward the practice of ambush marketing-a variable that has been shown to vary across consumers in descriptive studies (Dickson, Naylor, & Phelps, 2015)-as a boundary condition.The remainder of this article is structured as follows: The next section presents the conceptual background for ambush marketing and counterambush marketing communications from the sponsors' perspective. Next, hypotheses are developed for differences in the effects between humorous counterads and name and shame counterads and the results of a first empirical study are presented. The subsequent section extends the theoretical arguments to educational counterads and presents the results of a...

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“…The negative effect of ambush marketing on official sponsors, and on the legal institutions that are responsible for protecting such sponsors (e.g. Olympic Committee, UEFA), is almost unquestionable, and some studies (Wolfsteiner et al , 2015a; Sandler and Shani, 1993; Michaelis et al , 2008; Pitt et al , 2010; Long-Yuan, 2019) have empirically proven that ambushers were “misleading consumers”. Although Schmidt et al (2018) found sponsorship advertising to be slightly more effective than ambush ads, Pitt et al (2010) analyzed adverse effect in-depth and found that consumers' possible recommendation intention for the ambush firm was even higher than for the official sponsor.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Ends justify the means! Attitude toward ambush marketing

Aytaç

2020

MIP

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PurposeThis study explores why consumers view ambush marketing as an ethical marketing approach.Design/methodology/approachA qualitative study was devised to investigate what ambush marketing means to those consumers who find it ethical or are not annoyed by it. Data were collected via focus groups.FindingsThree main themes emerged from the data analyses. The most dominant theme was Machiavellianism. Favorable evaluations of ambush marketing lean on a Machiavellistic understanding. The second was the Robin Hood effect, which is observed when the ambusher is a smaller or local brand. In the third theme, ambush attacks are considered as charismatic or enjoyable action, in what is termed dark charisma.Practical implicationsFindings of the current study suggest considerable implications both for businesses that deal with sponsorship and for organizing committees.Originality/valueThe extant literature on consumers' attitudes toward ambush marketing mostly focuses on ethical issues and/or the effectiveness of ambush marketing (i.e. harm to official sponsors), using qualitative techniques. However, the literature is devoid of studies exploring consumers' perception on ambush marketing, and more specifically, explanations of what is ethical and unethical from consumers' point of view. To best of the author's knowledge, it is the first study that seeks an explanation about consumers' positive evaluation of ambush marketing.

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Memory Effects of Different Relational Links between Brands and Sponsored Events

Cited by 14 publications

References 42 publications

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League

Consumer Attitudes toward Sponsors’ Counterambush Marketing Ads

Ends justify the means! Attitude toward ambush marketing

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