The implications of recency and gender effects in consumer response to ambush marketing

McDaniel, Stephen R.; Kinney, Lance

doi:10.1002/(sici)1520-6793(199807)15:4<385::aid-mar7>3.3.co;2-2

Cited by 24 publications

(34 citation statements)

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“…In a Muslim tourists context, Eid and El-Gohary (2015) showed the influence of religiosity on male and female tourism choices, including its impact on the physical attributes and services offered by accommodation providers. In the broader services marketing literature, gender differences on service evaluations are noted for product assessment (McDaniel & Kinney, 1998) and satisfaction judgments (Dubé & Morgan, 1998). Yet, in evaluating hotel and restaurant settings, Mattila (2000) failed to demonstrate the impact of gender on service encounter evaluations.…”

Section: Accommodation Preferences Of Female Travelersmentioning

confidence: 99%

The girlfriend getaway market: Segmenting accommodation and service preferences

Khoo‐Lattimore

Prayag

2015

International Journal of Hospitality Management

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The main objective of this paper is to segment the accommodation and service preferences of females who participate in girlfriend getaways (GGA). A sample of 540 female travelers revealed five distinct clusters of preferences based on the importance scores assigned to hotel attributes. The clusters are then profiled on their performance scores on hotel attributes and demographic characteristics. The results indicate that the GGA market is heterogeneous in its accommodation and service preferences but homogeneous in its demographic characteristics. Accommodation suppliers and marketers must recognize the growing importance and profitability of this segment of the female traveler market. Implications for product development, targeting and positioning strategies, and service enhancements for this market are suggested.

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Section: Accommodation Preferences Of Female Travelersmentioning

confidence: 99%

The girlfriend getaway market: Segmenting accommodation and service preferences

Khoo‐Lattimore

Prayag

2015

International Journal of Hospitality Management

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“…This fact could be due to the existence of other influential factors apart from those that are purely sensorial, such as the traditional responsibility of women in purchase management, but further data are needed to confirm this hypothesis. Other authors also found that women had a higher score in purchase intention of different products, compared to men . With regard to ‘purchase intent’, only the new beverages based on peach and pineapple juices were worthy of the mean mark of ‘maybe’.…”

Section: Resultsmentioning

confidence: 96%

Development and optimisation by means of sensory analysis of new beverages based on different fruit juices and sherry wine vinegar

et al. 2012

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“…One of three ambushers outperforms the official sponsor in terms of identification. Similarly, McDaniel and Kinney () measure recall of sponsors and ambushers of the 1994 Winter Olympic Games. Sponsor recall is, on average, 54%.…”

Section: Review Of Ambush Marketing Studies and Research Questionsmentioning

confidence: 99%

Memory Effects of Different Relational Links between Brands and Sponsored Events

Wolfsteiner

Grohs

Wagner

2015

Psychology and Marketing

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Sport sponsorship is an important marketing communication tool, and stakes in sponsorship deals are high. Therefore, sponsors strive to ensure that their investments are effective and protected from competitors—that is, ambusher marketers’ attacks. Still, little is known about how ambush marketing affects sponsor identification and misidentification of ambushers as sponsors. This study investigates levels of sponsor and ambusher identification in three experimental settings, controlling for the presence/absence of an ambusher, communication modality, and response formats. A field study in the context of a large sports event demonstrates the external validity of the findings. The results provide evidence of a nondestructive interference of ambush marketing, indicating that ambush marketing does not necessarily harm sponsor identification. Misidentification of nonsponsors as sponsors occurs because of the indirect link established between the event and the company through ambush marketing, but not as a consequence of other communication activities by a competitor with no link to the event. Finally, a combined sponsor–ambusher perspective indicates that sponsors do not necessarily have a consistent “official sponsor” advantage over ambushers. Findings are discussed with emphasis on implications for sponsors, ambushers, and marketing researchers.

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The implications of recency and gender effects in consumer response to ambush marketing

Cited by 24 publications

References 0 publications

The girlfriend getaway market: Segmenting accommodation and service preferences

The girlfriend getaway market: Segmenting accommodation and service preferences

Development and optimisation by means of sensory analysis of new beverages based on different fruit juices and sherry wine vinegar

Memory Effects of Different Relational Links between Brands and Sponsored Events

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