Sponsorship, Ambushing, and Counter-Strategy: Effects Upon Memory for Sponsor and Event

Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool worldwide. The unique marketing opportunities associated with major events also attract nonsponsoring companies seeking to form associations with the event (ambushing). There are strategies available to...

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Veröffentlicht in:Journal of experimental psychology. Applied 2010-03, Vol.16 (1), p.96-108
Hauptverfasser: Humphreys, Michael S, Cornwell, T. Bettina, McAlister, Anna R, Kelly, Sarah J, Quinn, Emerald A, Murray, Krista L
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container_end_page 108
container_issue 1
container_start_page 96
container_title Journal of experimental psychology. Applied
container_volume 16
creator Humphreys, Michael S
Cornwell, T. Bettina
McAlister, Anna R
Kelly, Sarah J
Quinn, Emerald A
Murray, Krista L
description Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool worldwide. The unique marketing opportunities associated with major events also attract nonsponsoring companies seeking to form associations with the event (ambushing). There are strategies available to brands and events which have been ambushed; however, there is only limited information about the effects of those strategies on attainment of sponsorship objectives. In Experiment 1, university staff and students participated by studying paragraphs linking a sponsor to a novel event. Relative to each sponsor-event pair, they then studied one of three different messages about a competitor. Results find a message which linked the competitor and the event increased competitor recall given the event as a cue and event recall given the competitor as a cue. These effects were moderated if there was information about the competitor not being the sponsor. In Experiment 2 ambushing and counter-ambushing information was presented over 2 days. Both types of messages increased competitor recall given the event as a cue and event recall given the competitor as a cue. In addition, "not sponsor" information was not always used even when it should have been recallable. The results can be explained if participants are using three cues: a specific cue such as a brand name, a contextual cue, and a category cue, such as the concept of an event. Findings suggest to sponsoring firms and event properties that counter-ambushing communications may have the unintended effect of strengthening an ambusher-event relationship in memory.
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subjects Activities
Adolescent
Adult
Arts
Association (Psychology)
Attitudes
Australia
Brand names
Business Organizations
Communications
Community-Institutional Relations
Competition
Competitors
Consumer Economics
Contracts
Corporate Support
Cues
Deception
Female
Foreign Countries
Helping Behavior
Human
Humans
Inhibition
Interference (Learning)
Male
Marketing
Memory
Memory - physiology
Middle Aged
Organizational Behavior
Organizations (Groups)
Recall (Psychology)
Relationship
Social Support
Sponsorship
Sports
Visual Aids
Young Adult
title Sponsorship, Ambushing, and Counter-Strategy: Effects Upon Memory for Sponsor and Event
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