Title: The efficiency of sponsoring vs. ambush-marketing disclosure in terms of attitude and purchasing intention: football - the African Nations Cup 2010

Authors: Fawzi Dekhil; Salma Khammassi

Addresses: Department of Marketing, Laboratoire ERMA, Tunis El Manar University, A-6, ICHBILIA 13, Riad El Andalous, Ariana 2058, Tunisia ' Department of Marketing, Tunis El Manar University, Tunisia

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.

Keywords: sponsoring; ambush marketing; attitude towards the brand; purchasing intention.

DOI: 10.1504/IJSMM.2017.085523

International Journal of Sport Management and Marketing, 2017 Vol.17 No.3, pp.200 - 219

Accepted: 22 Nov 2015
Published online: 25 Jul 2017 *

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