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Measuring ambush-marketing and sponsorship effects: a football consumer response approach

ABSTRACT This research used structural equation modelling to examine the impacts of sponsorship and ambush marketing on the consumer reactions of 368 fans with respect to an event, a team and a player involved in the FIFA World Cup. The results revealed: (a) significant relationships between the sponsor and its sponsees (the event, a team and a player), and between the ambusher and the sponsees at the cognitive and/or affective levels; and (b) significant relationships between the cognitive, affective and conative components for both the sponsor and ambusher, supporting the hierarchy of advertising effects model. In modelling the complexity of the relationships among the multiplicity of stakeholders, our results showed that although some partnerships may benefit the sponsor, the cognitions and affects directed towards the event actually prove more profitable for the ambusher. The multiple brands involved should be considered simultaneously in order to optimise the strategies established and to reduce the discrepancy observed between scientific research and the reality on the ground.