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>3.0.co;2-4

Cited by 82 publications

(15 citation statements)

References 9 publications

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“…Consumers may rationalize that these easily-recognized brands, because of their prominent position, have more funds available for sponsorship programs. 3) Corporate exposure of the brand to individuals at events (Bennett 1999;McDaniel and Kinney 1998;Sandler and Shani 1998;Shannon and Turley 2000).…”

Section: Sponsorship Recallmentioning

confidence: 99%

I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

Wakefield

Becker-Olsen

Cornwell

2007

Journal of Advertising

111

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This study examines differential effects of sponsorship levels (anchor, mid-tier, low-tier) and individual exposure levels on sponsorship recall accuracy in a field study, providing validity for lab studies indicating that individuals rely on prominence and relatedness heuristics when identifying sponsors of an event. Further, we examine differences in sponsorship recall accuracy dependent upon whether the response is subject to free recall vs. cued recall. The results indicate that free (or direct) recall is generally more accurate than cued recall that rely upon reconstructive processes, but that this effect differs based on the type of sponsor in terms of the sponsor's prominence and relatedness.

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Section: Sponsorship Recallmentioning

confidence: 99%

I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

Wakefield

Becker-Olsen

Cornwell

2007

Journal of Advertising

111

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“…Therefore, a significant amount of sponsorship literature included attitude toward the brand and regarded it as one of the main sponsorship effects. Attitude toward the brand was influenced by many variables, including sport fandom (Ko, et al, 2008), exposure frequency (Lee & Pedersen, 2011), image congruence between an endorser and a sponsoring brand (Mazodier & Merunka, 2012), and additional sports fan demographic variables such as gender (McDaniel & Kinney, 1998). In addition, sensation seeking affected communication effects in sensational and violent marketing communications.…”

Section: H1mentioning

confidence: 99%

Are Crashes Good or Bad for NASCAR Sponsors?

Lee

2016

IJBSR

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The purpose of the present research is to examine the influence of accidents (i.e., car crashes) on sponsorship effects (i.e., brand recall and attitude toward the brand) in NASCAR racing. An experiment was conducted with two types of experimental videos, one with a crash and the other with no crash. A total of 239 university students were divided into an experimental group and a control group. The research participants watched one of two types of videos and responded to a questionnaire. The results concluded that watching a crash increased brand recall, but it did not have an impact on attitude toward the brand. Another analysis revealed, however, experiment participants who watched a crash formed favorable attitude toward the sponsoring brand if their sensation seeking and sport fandom were high. These findings implies that an accident actually has positive impacts on sponsorship effects such as brand awareness and attitude toward the brand.

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“…Etkinlik sonrası tüketicilerin tutum ve davranışlarını inceleyen çeşitli çalışmalarda, sinsi pazarlama faaliyetleri yürüten markaların sponsor markalardan daha yüksek hatırlanma ve bilinirlik oranlarına sahip olduğunu ortaya çıkmıştır (McDaniel ve Kinney, 1998;Meenaghan, 1998;Pitt vd., 2010;Sandler ve Shani, 1989). Benzer sonuçların FIBA 2010 şampiyonasında Türk tüketiciler için de geçerli olup olmadığını görebilmek bu çalışma kapsamında mümkün olmuştur.…”

Section: Marka Farkındalığıunclassified

Si̇nsi̇ (Tuzak) Pazarlamanin Marka Farkindaliği Ve Tüketi̇ci̇ Davranişlari Üzeri̇ne Etki̇si̇: 2010 Fiba Dünya Şampi̇yonasi Örneği̇

Kelemci¹,

Karapinar²

2016

Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi

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ÖZBu çalışmada 2010 yılında Türkiye'de düzenlenmiş olan FIBA Dünya Şampiyonası'nda meydana gelen sinsi pazarlama faaliyetlerinin etkileri araştırılmaktadır. Çalışma, ilk olarak şampiyona esnasında sinsi pazarlama faaliyetleri uygulayan markaların ve sponsorların marka farkındalığını belirlemeyi amaçlamaktadır. Bununla birlikte sinsi pazarlamaya karşı geliştirilen tüketici tutumuyla bu faaliyeti gerçekleştiren markalara karşı satınalma niyeti açısından tüketici grupları ekseninde farklılaşıp farklılaşmadığı incelenmiştir. Sonuçlar profesyonel-lisanslı sporcu olan ve olmayan tüketicilerin sinsi pazarlama faaliyetleri uygulayan markalara yönelik tutumlarında farklılık olduğu tespit edilmiştir. Sinsi pazarlamaya yönelik tutum ve sinsi pazarlama faaliyetleri uygulayan markalara yönelik satınalma niyeti açısından olumlu bir ilişki olduğu görülmüştür.Anahtar Sözcükler: Pazarlama İletişimi, Sinsi Pazarlama, Marka Farkındalığı, FIBA Basketbol Dünya Şampiyonası 2010 THE EFFECTS OF AMBUSH MARKETING ON THE BRAND AWARENESS AND CONSUMER BEHAVIOR: 2010 FIBA WORLD CHAMPIONSHIP EXAMPLE ABSTRACTThis research studies the effects of ambush marketing activities that occurred in 2010 FIBA Basketball World Cup in Turkey. The study aims to compare the brand awareness of ambusher brands with sponsor brands in this Championship and it also focuses on analyzing whether the attitudes to ambush marketing, brand awareness and purchase tendency towards ambusher brands differ between athletic and non -athletic consumers. The results indicate that attitudes towards ambush marketing of athletes-consumer and non-athletes consumer differ and there is a positive relation between attitudes towards ambush marketing and purchase intention towards ambusher brands.

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

Cited by 82 publications

References 9 publications

I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

I Spy a Sponsor: The Effects of Sponsorship Level, Prominence, Relatedness, and Cueing on Recall Accuracy

Are Crashes Good or Bad for NASCAR Sponsors?

Si̇nsi̇ (Tuzak) Pazarlamanin Marka Farkindaliği Ve Tüketi̇ci̇ Davranişlari Üzeri̇ne Etki̇si̇: 2010 Fiba Dünya Şampi̇yonasi Örneği̇

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