Consumer attitudes towards ambush marketing

Dickson, Geoff; Naylor, Michael; Phelps, Sean

doi:10.1016/j.smr.2014.07.001

Cited by 31 publications

(59 citation statements)

References 59 publications

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“…Despite calls for investigation of organisational life and human resource management in the sport environment (Doherty, 1998;Todd and Kent, 2009), the sport management discipline has generally given more attention to other areas of the field such as sport marketing and consumer behaviour (e.g., Dickson, Naylor and Phelps, 2015), sport sponsorship (e.g., Abeza, Pegoraro, Naraine, Séguin and O'Reilly, 2014), and more recently sport for development (e.g., MacIntosh, Arellano and Forneris, 2016). In addressing this need for additional human resource management research, the current study views sport organisations through the lens of 'positive psychology' espoused by Seligman and Csikszentmihalyi (2000).…”

Section: Introductionmentioning

confidence: 99%

Sport identification and employee pride: key factors in sport employee psychology

Swanson

Kent

2017

IJSMM

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The current study used a positive psychology approach to gain insight on employees working within the professional sports industry. While psychological fulfillment has been proposed as a critical area of distinction for managing in the sport environment, there is a need for empirical investigation relating to this proposition. The purpose of the current study was to address this gap in the literature and assess the role of psychological fulfillment in the form of sport employee pride. This study also addresses the role of identification with a specific sport and introduces this concept to the organisational behaviour literature more generally. More than 1,000 employees from five different professional sports leagues participated in the study, with structural equation modelling results providing support for sport identification and employee pride having a positive influence on satisfaction and organisational citizenship behaviour. Implications for sport managers are that employees working in this environment can have a psychological connection with a particular sport, which in turn augments employee pride and leads to positive attitudes and behaviours in the workplace. The results of this study are significant to sport managers in relation to human resource decisions and promoting positive psychology in the workplace.

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Section: Introductionmentioning

confidence: 99%

Sport identification and employee pride: key factors in sport employee psychology

Swanson

Kent

2017

IJSMM

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“…Therefore, a more balanced approach to address ambush marketing has been called for that takes into consideration the interests of all parties, including rights holders and sponsors as well as the general public, consumers, and nonsponsors (Scassa, ). Since consumers too vary in their opinions about ambush marketing and do not generally judge this practice as unethical (Dickson et al., ; Lyberger & McCarthy, ; Shani & Sandler, ), this research takes into account consumers’ attitudes toward ambushing activities.…”

Section: Conceptual Background and Hypothesesmentioning

confidence: 99%

“…Thus, the studies provide insights into how the different types of counterads influence consumers’ responses. Further, the present research takes into account consumer attitudes toward the practice of ambush marketing—a variable that has been shown to vary across consumers in descriptive studies (Dickson, Naylor, & Phelps, )—as a boundary condition.…”

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confidence: 99%

Consumer Attitudes toward Sponsors’ Counterambush Marketing Ads

Koenigstorfer

Uhrich

2017

Psychol. Mark.

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Since the existing measures to prevent ambush marketing are widely ineffective, sponsors can use countercommunications, a public response to an ambushing attempt that aims to strengthen their own brand, relative to the ambusher. This research examines consumer responses to three types of counterambush marketing ads: humorous complaining, naming and shaming, and consumer education. Three experimental studies using both real and fictitious brands as well as different event settings indicate that a humorous counterad (vs. naming and shaming and consumer education counterads) results in more favorable consumer evaluations of the countermessage. The studies also show that perceptions of the advertising tactic's appropriateness mediate these effects and that a humorous counterad is only advantageous when consumers hold positive (vs. negative) attitudes toward the practice of ambush marketing. In addition, comparing the three types of counterads with a common sponsorship leveraging ad suggests that a humorous counterad and simply ignoring the ambusher produce equal perceptions of tactical appropriateness and similar positive indirect effects on consumer attitudes toward the ad. The studies thus provide implications for how sponsors can respond to ambushers. and 3). In doing so, this research makes the following contributions. First, the study compares the effects of different types of counterambush marketing ads (vs. common sponsorship leveraging; Study 3). While previous research shows that a third-party disclosure of an ambusher (i.e., the media) can decrease consumer attitudes toward the ambushing brand (Mazodier, Quester, & Chandon, 2012), no study has examined a situation where the official sponsor is the source of countercommunications and how consumers respond to these countermessages. This is important because sponsors may not be willing to leave it to the media or the sponsored property to decide whether and how to respond to an ambushing attempt.Second, in the comparison of the three types of counterads, this research considers response variables relating to both the advertising tactic (i.e., perceived tactical appropriateness) and the ad itself (i.e., attitude toward the ad). Thus, the studies provide insights into how the different types of counterads influence consumers' responses. Further, the present research takes into account consumer attitudes toward the practice of ambush marketing-a variable that has been shown to vary across consumers in descriptive studies (Dickson, Naylor, & Phelps, 2015)-as a boundary condition.The remainder of this article is structured as follows: The next section presents the conceptual background for ambush marketing and counterambush marketing communications from the sponsors' perspective. Next, hypotheses are developed for differences in the effects between humorous counterads and name and shame counterads and the results of a first empirical study are presented. The subsequent section extends the theoretical arguments to educational counterads and presents the results of a...

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“…Daha sonra sırasıyla Fransa ve Amerikalı tüketiciler gelmektedir. Dickson ve Arkadaşları ise (2015) Yeni Zelandalı tüketicilerin çoğunun sinsi pazarlamayı etik bulmadığı ve firmaların bunu uygulamaması gerektiğine dair görüşleri olduğunu ancak sinsi pazarlama uygulayan firmalardan rahatsız olmadıklarına dair bulgulara ulaşmışlardır [36]. Shani ve Sandler (1998) ise 1500 tüketici üzerinde gerçekleştirdiği araştırmada tüketicilerin sinsi pazarlamaya karşı kayıtsız olduklarını tespit etmişler ve tüketicilerin sponsorluk konusunda eğitilmelerinin sinsi pazarlamayla mücadelede etkili olabileceğinden bahsetmiş-lerdir [37].…”

Section: Iii1 Tüketiciler Ve Sinsi Pazarlamaunclassified

Si̇nsi̇ Veya Uyanik Pazarlama(?); Kavramsal Çerçeve Ve Örnek Olaylar

Aytaç¹

2017

Öneri Dergisi

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ÖzGünümüzde büyük organizasyonlara özellikle Olimpiyatlar gibi dev sportif etkinliklere sponsor olma maliyeti uç noktalara ulaşmış durumdadır. Firmalar arası yoğun tutundurma rekabeti bu alanda da kendini göstermeye başlamış ve sponsorluğu tehdit eden sinsi veya diğer bir deyişle tuzak pazarlama kavramını doğurmuştur. Etik ve hukukî yönü yıllarca tartışılan sinsi pazarlamanın bu çalışmada kavramsal çerçevesi alanyazın taramasıyla çizilmeye çalışılmıştır. Sinsi, tuzak, parazit ve uyanık ifadeleri tartışılmıştır. Kavramın daha iyi anlaşılabilmesi için bugüne kadar gerçekleştirilmiş olan çe-şitli sinsi pazarlama örnekleri kronolojik olarak derlenmiştir. Alanyazında doğrudan sinsi pazarlamayı konu alan yayınların bulguları üç bölümde incelenmiştir; sinsi pazarlamayla mücadeleyle stratejileri, firmaların sinsi pazarlamayla ilişkisi ve tüketicilerin sinsi pazarlama algısı. Çalışmanın sonuç kıs-mında alanyazın taramasından sağlanan bulgular tartışılmış ve ileride yapılacak çalışmalarla ilgili bazı noktalara dikkat çekilmiştir. Çalışmanın son zamanlarda birçok büyük etkinliklere ev sahipliği yapan ve aday olan Türkiye' de bu konunun yasallığı üzerine çalışacak gerek hukukçulara gerekse spor pazarlaması alanında yatırım yapmayı düşünen işletmecilere faydalı olması umulmaktadır.

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Consumer attitudes towards ambush marketing

Cited by 31 publications

References 59 publications

Sport identification and employee pride: key factors in sport employee psychology

Sport identification and employee pride: key factors in sport employee psychology

Consumer Attitudes toward Sponsors’ Counterambush Marketing Ads

Si̇nsi̇ Veya Uyanik Pazarlama(?); Kavramsal Çerçeve Ve Örnek Olaylar

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