Negative Effects of Event Sponsoring and Ambushing: the Case of Consumer Confusion

Manuela Sachse, Chemnitz University of Technology, Germany
Jan Drengner, Chemnitz University of Technology, Germany
Steffen Jahn, Chemnitz University of Technology, Germany
This paper aims to enrich previous research on event sponsoring by introducing a new conceptualization of consumer confusion to explain different negative effects caused by multiple sponsorships and ambush marketing. The authors show that consumers are confused concerning the definite linkage of sponsors and ambushers due to perceived stimuli overload and stimuli ambiguity, but not stimuli similarity. Additionally, the results reveal a lower awareness of sponsors, worsened attitude toward the sponsorship, and reactant behavioral intentions caused by consumer confusion. Ironically, these effects particularly impact both sponsors and ambushers which were successful in linking their companies or brands to the event.
[ to cite ]:
Manuela Sachse, Jan Drengner, and Steffen Jahn (2010) ,"Negative Effects of Event Sponsoring and Ambushing: the Case of Consumer Confusion", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 546-547 .