Does Identifying Ambushers As Non-Sponsors Help Or Hurt Legitimate Sponsors? Memory and Attitudinal Consequences

Clinton S. Weeks, Queensland University of Technology, Australia
Two experiments examine outcomes for sponsor and ambusher brands within sponsorship settings. It is demonstrated that although making consumers aware of the presence of ambusher brands can reduce subsequent event recall to competitor cues, recall to sponsor cues can also suffer. Attitudinal effects are also considered.
[ to cite ]:
Clinton S. Weeks (2012) ,"Does Identifying Ambushers As Non-Sponsors Help Or Hurt Legitimate Sponsors? Memory and Attitudinal Consequences ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1134-1134.