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://ucris.univie.ac.at/portal/de/publications/the-impact-of-name-and-shame-disclosure-strategies-on-sponsor-and-ambusher-brand-attitude(109ba65a-9573-49b4-b2c0-6b22398a0843).html