Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/96481
Authors: 
Hutter, Katharina
Schwarz, Uta
Year of Publication: 
5-Dec-2012
Citation: 
[Conference:] Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) 2012, December 3rd-5th, [Place:] Adelaide, Australia.
Abstract: 
Ambush marketing is becoming a more and more relevant topic. However, most research has remained descriptive. No study has yet considered the image effects of ambush marketing using a causal model. Thus, the present paper provides a causal model of ambush marketing focusing on cognitive and affective image and their effects on downstream variables such as attitudes and purchase intention. The results of an online-survey with 278 respondents show that for typical sports brands affective image has a stronger impact on attitude towards the ambusher brand. In contrast, for atypical sport brands cognitive image has a stronger impact on the evaluation of the ambusher. Further, a strong impact of attitude towards the ambusher brand on purchase intention has been identified.
Subjects: 
Ambush marketing
Guerilla marketing
Image
PLS
Sport event
JEL: 
M37
Document Type: 
Conference Paper

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