The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude

Autor(en)

Elisabeth Wolfsteiner, Reinhard Grohs, Heribert Reisinger

Abstrakt

Official sport event sponsors are increasingly confronted with companies that try to create an association with the event without paying sponsorship fees (“ambush marketers”). This study explores if, why, and when official event sponsors can gain from disclosing ambush marketing activities with negative communication frames (“name & shame” disclosure). Three experiments show that with name & shame disclosure, ambush marketers perform worse than brands with no link with the event. In addition, event sponsors benefit from name & shame disclosure. Results indicate, however, that name & shame disclosure is effective only if disclosure information is highly accessible in consumers' mind. Implications of these findings for sponsorship research, event organizers, event sponsors, and ambush marketers are discussed.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

Privatuniversität Schloss Seeburg

Journal

Journal of Business Research

Band

124

Seiten

770-779

Anzahl der Seiten

10

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2019.03.017

Publikationsdatum

04-2019

Peer-reviewed

Ja

ÖFOS 2012

502020 Marktforschung

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/109ba65a-9573-49b4-b2c0-6b22398a0843