Details
| Original language | English |
|---|---|
| Pages (from-to) | 91-108 |
| Number of pages | 18 |
| Journal | International Journal of Sports Marketing and Sponsorship |
| Volume | 19 |
| Issue number | 1 |
| Publication status | Published - 5 Feb 2018 |
Abstract
Purpose: The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing.
Design/methodology/approach: A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores.
Findings: Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising.
Originality/value: The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.
Keywords
- Brand knowledge, Dual information processing, Event sponsorship, Reaction time measurement, Sport marketing
ASJC Scopus subject areas
- Business, Management and Accounting(all)
- Business and International Management
- Economics, Econometrics and Finance(all)
- Finance
- Business, Management and Accounting(all)
- Marketing
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In: International Journal of Sports Marketing and Sponsorship, Vol. 19, No. 1, 05.02.2018, p. 91-108.
Research output: Contribution to journal › Article › Research › peer review
}
TY - JOUR
T1 - Official sports sponsorship fortress vs ambush marketing attack
T2 - Investigating the impact on implicit and explicit brand knowledge
AU - Schmidt, Steffen
AU - Limbach, Matthias
AU - Langner, Sascha
AU - Wiedmann, Klaus Peter
AU - Albertsen, Levke
AU - Reiter, Philipp
N1 - Publisher Copyright: © 2018, Emerald Publishing Limited. Copyright: Copyright 2018 Elsevier B.V., All rights reserved.
PY - 2018/2/5
Y1 - 2018/2/5
N2 - Purpose: The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach: A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores. Findings: Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising. Originality/value: The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.
AB - Purpose: The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach: A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores. Findings: Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising. Originality/value: The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.
KW - Brand knowledge
KW - Dual information processing
KW - Event sponsorship
KW - Reaction time measurement
KW - Sport marketing
UR - http://www.scopus.com/inward/record.url?scp=85042094093&partnerID=8YFLogxK
U2 - 10.1108/IJSMS-10-2016-0071
DO - 10.1108/IJSMS-10-2016-0071
M3 - Article
AN - SCOPUS:85042094093
VL - 19
SP - 91
EP - 108
JO - International Journal of Sports Marketing and Sponsorship
JF - International Journal of Sports Marketing and Sponsorship
SN - 1464-6668
IS - 1
ER -