Les effets de la revelation du pseudo-parrainage sur les attitudes envers la marque

Abstract

Sport events organisers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise consumers to the valuable contribution made by sponsors and to stress the potential harm which ambush marketers do in relation to the funding of sports events. This disclosure strategy raises the question of consumers’ attitude towards ambush marketers. Do ambush marketers risk an erosion of their brand when unmasked in such a fashion? This study aims to answer this question, using an experimental approach. Results show that the revelation of ambush practices is associated with lower affective responses, lesser integrity perceptions and diminished brand purchase intentions in consumers. We also identify two moderating variables: involvement in the event and attitude towards sponsorship, both of worsening the negative influence of ambush disclosure on consumer’s attitudes.