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Type: Conference paper
Title: Les effets de la revelation du pseudo-parrainage sur les attitudes envers la marque
Author: Mazodier, M.
Chandon, J.
Quester, P.
Citation: Proceedings of the 8th International Congress Marketing Trends, 2009;. pp.1-24
Publisher: European School of Management
Publisher Place: France
Issue Date: 2009
Conference Name: International Congress Marketing Trends (8th : 2009 : Paris, France)
Statement of
Marc Mazodier, Jean-Louis Chandon and Pascale Quester
Abstract: Sport events organisers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise consumers to the valuable contribution made by sponsors and to stress the potential harm which ambush marketers do in relation to the funding of sports events. This disclosure strategy raises the question of consumers’ attitude towards ambush marketers. Do ambush marketers risk an erosion of their brand when unmasked in such a fashion? This study aims to answer this question, using an experimental approach. Results show that the revelation of ambush practices is associated with lower affective responses, lesser integrity perceptions and diminished brand purchase intentions in consumers. We also identify two moderating variables: involvement in the event and attitude towards sponsorship, both of worsening the negative influence of ambush disclosure on consumer’s attitudes.
Keywords: Ambush marketing
ambush marketing disclosure
Description: English title: The ambush marketing disclosure impact on attitudes towards the brand
Rights: Copyright status unknown
Appears in Collections:Aurora harvest 5
Business School publications

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