Consumer attitudes towards ambush marketing |
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| Affiliation: | 1. School of Health Sciences, Federation University, Australia;2. Institute of Sport, Exercise and Active Living, Victoria University, Melbourne, Australia;1. Temple University, School of Sport, Tourism & Hospitality Management, 111 Speakman Hall, 1810 N. 13th St., Philadelphia, PA 19122, USA;2. Florida State University, Department of Sport Management, Tully Gymnasium, 139 Chieftan Way, Tallahassee, FL 32304, USA;1. School of Business, UNSW-Canberra, Australia;2. Institute for Sport, Exercise and Active Living, Victoria University, Australia;3. Barwon Health, Australia;4. Institute for Sport, Physical Activity and Leisure, Leeds Metropolitan University, Australia;1. Norwegian School of Sport Sciences, Oslo, Norway;2. University of Ottawa, Canada;3. University of Chester, UK;1. Fox Professor of Management, Department of Sports Administration, College of Business, Ohio University, United States;2. Ted Rogers School of Management, Ryerson University, Canada;3. Centre for the Study of Commercial Activity/Department of Geography, Ryerson University, Canada;4. School of Human Kinetics, Faculty of Health Sciences, University of Ottawa, Canada;5. Norwegian School of Sport Sciences, Norway |
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| Abstract: | Studies of consumer attitudes towards ambush marketing are in conclusive and have not investigated whether those attitudes are industry specific. Rather than just refer to ‘an organisation’ (i.e. non-industry specific), an industry-specific approach specifies the organisation's core business activity. We propose that individuals expect a higher standard of advertising from banks as compared to beer companies and that this would be reflected in more negative attitudes towards banks that engage in questionable promotional practices. A demographically and geographically representative sample of New Zealanders (n = 514) was surveyed one week following the final match of the 2011 Rugby World Cup. Three items measuring consumer attitudes towards ambush marketing were adapted from the work of Portlock and Rose (2009). These three items were further adapted to specify bank or beer companies. The results indicate that most individuals perceive ambush marketing as unethical and a practice that organisations should not utilise. However, no evidence was found to support the proposition that individuals hold banks to a higher standard than beer companies in terms of ambush marketing. Demographic variables – age, gender and location – were not significantly associated with differing attitudes. |
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| Keywords: | Sponsorship Ambush marketing Major events Consumer attitudes |
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