An Empirical Comparison of Ambushing and Sponsorship Effects: the Case of 2006 Fifa World Cup Germany™

Manuel Michaelis, University of Muenster, Germany
David M. Woisetschlaeger, University of Dortmund, Germany
Vivian Hartleb, University of Muenster, Germany
Existing research about sponsorship effects often considers only data collected at a particular time and does not take into account longitudinal effects on the individual level. In this paper, we compare brand effects of an official sponsor with those of an ambusher during the 2006 FIFA World Cup 2006 Germany™ using panel data. Our findings show that the measurement of recall alone in order to assess communication effectiveness could provide misleading results. Furthermore, we found evidence that mass events can be used to strengthen brand image and brand equity when a brand is unfamiliar to most consumers before the event.
[ to cite ]:
Manuel Michaelis, David M. Woisetschlaeger, and Vivian Hartleb (2008) ,"An Empirical Comparison of Ambushing and Sponsorship Effects: the Case of 2006 Fifa World Cup Germany™", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 527-533.