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The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude

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  • Wolfsteiner, Elisabeth
  • Grohs, Reinhard
  • Reisinger, Heribert

Abstract

Official sport event sponsors are increasingly confronted with companies that try to create an association with the event without paying sponsorship fees (“ambush marketers”). This study explores if, why, and when official event sponsors can gain from disclosing ambush marketing activities with negative communication frames (“name & shame” disclosure). Three experiments show that with name & shame disclosure, ambush marketers perform worse than brands with no link with the event. In addition, event sponsors benefit from name & shame disclosure. Results indicate, however, that name & shame disclosure is effective only if disclosure information is highly accessible in consumers' mind. Implications of these findings for sponsorship research, event organizers, event sponsors, and ambush marketers are discussed.

Suggested Citation

  • Wolfsteiner, Elisabeth & Grohs, Reinhard & Reisinger, Heribert, 2021. "The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude," Journal of Business Research, Elsevier, vol. 124(C), pages 770-779.
    • Handle: RePEc:eee:jbrese:v:124:y:2021:i:c:p:770-779
    DOI: 10.1016/j.jbusres.2019.03.017
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    References listed on IDEAS

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    1. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(3), pages 312-321, November.
    2. Cliffe, Simon J. & Motion, Judy, 2005. "Building contemporary brands: a sponsorship-based strategy," Journal of Business Research, Elsevier, vol. 58(8), pages 1068-1077, August.
    3. Farrelly, Francis & Quester, Pascale & Greyser, Stephen A., 2005. "Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 339-348, September.
    4. Marc Mazodier & Pascale Quester & Jean-Louis Chandon, 2012. "Unmasking the ambushers: conceptual framework and empirical evidence," Post-Print hal-01795737, HAL.
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    Cited by:

    1. Gro Kvåle & Zuzana Murdoch, 2022. "Shame On You! Unpacking the Individual and Organizational Implications of Engaging with a Stigmatized Organization," Journal of Management Studies, Wiley Blackwell, vol. 59(8), pages 2024-2066, December.

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