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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1134-1134.

Authors

Clinton S. Weeks, Queensland University of Technology, Australia



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More

Featured

P11. A Price Premium on A Trivial but Weak Preferred Attribute Increase Choice: The Roles of Scarcity, Arousal and Perceived Risk

Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China

Read More

Featured

Don’t Forget the Accountant: Role-Integration Increases the Fungibility of Mentally Accounted Resources

Iman Paul, Georgia Tech, USA
Jeffrey Parker, Georgia State University, USA
Sara Loughran Dommer, Georgia Tech, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.