Unmasking the ambushers: conceptual framework and empirical evidence

Mazodier, Marc; Quester, Pascale; Chandon, Jean‐Louis

doi:10.1108/03090561211189284

Cited by 42 publications

(34 citation statements)

References 67 publications

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“…For example, Dunn and Schweitzer () in a study on trust and emotions conduct three different field experiments using adults waiting at a train station. Similarly, Mazodier et al () use trained assistants to conduct intercept interviews at public places such as parks and marketplaces. As Henry () points out, energetic research assistants with clearly visible university affiliation are good candidates who can help to easily approach and collect data from adults at these waiting spots.…”

Section: Best Practices In Sample Selectionmentioning

confidence: 99%

The use and misuse of student samples: An empirical investigation of European marketing research

Ashraf

Merunka

2016

J of Consumer Behaviour

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In spite of the five decade old debate on the merits of student samples, to date, no systematic review of the practice is undertaken. The need for such a review is warranted considering the impasse in the debate and inconsistencies among scholars in their approach to student sample usage. This paper thus presents a systematic review of student sample usage in European Marketing Research (EJM, IJRM and IMR during 2005-2014, inclusive) to highlight existing reporting practices, identify sub-domains of marketing where the usage is more prevalent and to report best practices. Results demonstrate that 99 (19.96 per cent) papers making generalization claims used student samples exclusively, had inconsistent reporting practices (e.g. demographic profile, limitations) and demonstrated trivial concern (e.g. bias estimation treatment, identification of moderators) for the implications of student sample usage on their study findings. In addition, 11 clusters representing subdomains of marketing research and where the practice is prevalent are identified. These clusters provide novel direction to the debate on student sample usage by framing it away from the broader discipline of marketing and bringing it closer to the interests of scholars, i.e. linking it to sub-domains of marketing research. Finally, best practices related to student samples usage are reported to help academicians enhance the validity of their findings.

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Section: Best Practices In Sample Selectionmentioning

confidence: 99%

The use and misuse of student samples: An empirical investigation of European marketing research

Ashraf

Merunka

2016

J of Consumer Behaviour

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“…Consumers do not have strong negative feelings toward ambush marketing and seem to be indifferent to this practice (Shani & Sandler, ). Preliminary results show that the detection of ambush marketing does not appear to harm attitudes toward ambushing brands, unless consumers are briefed that ambush marketing harms the sports event (Mazodier, Quester, & Chandon, ; Wolfsteiner, Grohs, & Reisinger, ). Further research is necessary to fully understand consumer reactions to companies identified as sponsors as opposed to companies identified as ambushers.…”

Section: Limitations and Further Researchmentioning

confidence: 98%

“…Thus, a sponsor establishes a direct relational link with the event and is allowed to officially announce and communicate its sponsorship. In contrast, ambushers only establish an indirect link with the event through associations that express the ambushers’ (indirect) role within the event context (Grohs & Wolfsteiner, ; Meenaghan, ) and through the product category the sponsor and the ambusher share (Mazodier, Quester, & Chandon, ).…”

Section: Review Of Ambush Marketing Studies and Research Questionsmentioning

confidence: 99%

“…Competitors that do not engage in ambush marketing do not create such a relational link with the event. Nevertheless, consumers may still misidentify competitors as sponsors because of the product category associations the sponsor and the competitor share (Mazodier, Quester, & Chandon, 2012). Interferences are produced any time one of the companies is mentioned (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006).…”

Section: Ambusher Perspectivementioning

confidence: 99%

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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 ambush marketer operates in the media context of an event (e.g., on television or radio) and pays a rights fee to the broadcast company but not to the event (Crompton, 2004). Program sponsoring may result in several com panies in different countries presenting the same event to spectators (Mazodier et al, 2012). Evidence for suc cessful program sponsoring is manifold.…”

Section: Program Sponsoringmentioning

confidence: 98%

What Drives Ambush Marketer Misidentification?

Wolfsteiner

Grohs

Wagner

2015

Journal of Sport Management

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This article investigates the effectiveness of ambush marketing in terms of ambush marketer misidentification in the context of sports events. Grounded in associative network models and memory reconstruction heuristics, an empirical study examines how different ambush marketing strategies as well as event, ambush marketer, official sponsor, and individual consumer characteristics can result in ambush marketer misidentification. A descriptive survey collects data on consumers' knowledge and perceived misleading potential of four ambush marketing strategies. Finally, three experiments aim to determine the effectiveness of these strategies and the aforementioned drivers in terms of actual ambush marketer misidentification. The results from the experiments are contrasted with the findings from the survey study. Findings are discussed with emphasis on implications for researchers, ambush marketers, official sponsors, and event organizers.

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Unmasking the ambushers: conceptual framework and empirical evidence

Cited by 42 publications

References 67 publications

The use and misuse of student samples: An empirical investigation of European marketing research

The use and misuse of student samples: An empirical investigation of European marketing research

Memory Effects of Different Relational Links between Brands and Sponsored Events

What Drives Ambush Marketer Misidentification?

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