The efficiency of sponsoring vs. ambush-marketing disclosure in terms of attitude and purchasing intention: football - the African Nations Cup 2010
by Fawzi Dekhil; Salma Khammassi
International Journal of Sport Management and Marketing (IJSMM), Vol. 17, No. 3, 2017

Abstract: The objective of this research study is to measure the moderating effect of an ambush-marketing disclosure on situational involvement in purchasing intention and attitude towards an 'ANC 2010' sponsor vs. ambush marketing disclosure. We conducted an experiment during an actual sporting event in football, namely the 2010 African Nations Cup (ANC). Two questionnaires were simultaneously submitted to two convenience samples, involving a total of 291 persons. The results show that in the case where ambush marketing is disclosed (group 1), involvement has a stronger effect on consumers' purchasing intentions and their attitudes towards sponsors than towards ambush marketing. However, in the case where ambush marketing is not disclosed (group 2), there are no significant differences with respect to the effects of situational involvement regarding sponsors and ambush marketing.

Online publication date:: Sun, 30-Jul-2017

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