Ambush marketing: Is confusion to blame for the flickering of the flame?
| Autor: | David Shani, Dennis M. Sandler |
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| Rok vydání: | 1998 |
| Předmět: | |
| Zdroj: | Psychology and Marketing. 15:367-383 |
| ISSN: | 1520-6793 0742-6046 |
| DOI: | 10.1002/(sici)1520-6793(199807)15:4<367::aid-mar6>3.0.co;2-6 |
| Popis: | Previous studies about the use of ambush marketing during major global sports events like the Olympics concentrated on the battle between ambush marketers versus official sponsors, and their success or failure to create a high level of recall or recognition. Almost no attention has been paid to the role event organizers are playing in this battle. This article presents the view that the Olympic event organizers are partially to blame for the growing use of ambush marketing, and the indifference that consumers exhibit to the use of ambush marketing. Data collected from a random sample of 1,500 consumers following the conclusion of the 1996 Atlanta Olympic Games reveal that consumers exhibit a lack of knowledge and confusion about the rights of official sponsors, the different levels of sponsorship, and the commitment to the event that is associated with each sponsorship level. Furthermore, the results demonstrate consumers' apathy to the use of ambush marketing. Some implications and actions that event organizers should take to improve consumer knowledge about the role of sponsors and to increase consumer public opinion against ambushers are suggested. © 1998 John Wiley & Sons, Inc. |
| Databáze: | OpenAIRE |
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