What Drives Ambush Marketer Misidentification?
- Author(s)
- Elisabeth Wolfsteiner, Reinhard Grohs, Udo Wagner
- Abstract
This article investigates the effectiveness of ambush marketing in terms of ambush marketer misidentification in the context of sports events. Grounded in associative network models and memory reconstruction heuristics, an empirical study examines how different ambush marketing strategies as well as event, ambush marketer, official sponsor, and individual consumer characteristics can result in ambush marketer misidentification. A descriptive survey collects data on consumers' knowledge and perceived misleading potential of four ambush marketing strategies. Finally, three experiments aim to determine the effectiveness of these strategies and the aforementioned drivers in terms of actual ambush marketer misidentification. The results from the experiments are contrasted with the findings from the survey study. Findings are discussed with emphasis on implications for researchers, ambush marketers, official sponsors, and event organizers.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- Privatuniversität Schloss Seeburg
- Journal
- Journal of Sport Management
- Volume
- 29
- Pages
- 137-154
- No. of pages
- 18
- DOI
- https://doi.org/10.1123/JSM.2014-0122
- Publication date
- 2015
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Physical Therapy, Sports Therapy and Rehabilitation, Decision Sciences(all), Organizational Behavior and Human Resource Management, Orthopedics and Sports Medicine
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/what-drives-ambush-marketer-misidentification(b93fca73-5c7e-4763-bf61-95ed50e2b0af).html