Affecting of Ambush Marketing on Purposes of Sponsors' Through Brand Development

Document Type : Original Article

Authors

1 Assistant Professor , department of physical Education and Sport Sciences,Qazvin Branch, Islamic Azad University, Qazvin, IranAssistant Professor , department of physical Education and Sport Sciences,Qazvin Branch, Islamic Azad University,

2 Assistant Professor, department of physical Education and Sport Sciences,Qazvin Branch, Islamic Azad University, Qazvin, Iran

Abstract

 objective: Due to ambiguity and environmental tensions, use of new marketing methods at the domestic level has increased purpose of this study was to investigate the Ambush marketing: With Modeling Approach The Achievement On purposes of Sponsorship Through Brand Development in Iran football Premier League  Metodology: This research is an applied and descriptive-analytical study and its statistical population was all employees and managers of sponsoring companies participating in the Iranian Premier League (N = 1500). The statistical sample was selected according to Morgan table (313 persons) by available sampling and finally 313 persons completed the questionnaires. After confirming validity and reliability of the analysis questionnaire using SPSS 16 software in the descriptive section and in the hypothesis review section, structural equation modeling and SMARTPLS software were used.  Finding: The results showed that ambush marketing had a direct and significant effect on the achievement of sponsors ‘objective by mediating the brand development.  Conclution:Among impact of ambush marketing dimensions on achieving the objective of sponsors ambush - direct marketing has the most impact and ambush marketing - implicit has the least impact and also among the impact of ambush marketing on the dimensions of sponsors' objective, its impact on the corporate's objective Has had the least impact on marketing objective.

Keywords

Main Subjects

Alba, J.W. & Hutchinson, W. J (2006). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
2. Asadpour, M.R. (1395). Investigating the effect of dimentions of sport;s financial support on the brand equity of sponsors. Master Dissertation. University of Tehran. (In Persian)
3. Azadi, R., Yousefi, B., & Eidi, H. (1396). The role of financial support in sports (sponsors) on promoting the special value of brand in clothing industries and sprot’s equipment. Motor Science and Sports, 85-110.(In Persian)
4. Borton, N. (2012). Conceptualizing Ambush Marketing: Developing a Typology of Ambush Strategy and Exploring the Managerial Implications for Sport Sponsors. A thesis submitted in partial fulfillment of the University‟s requirements for the Degree of Doctor of Philosophy. Coventry University
5. Borton, N. (2018). Impact of Ambush Marketing on Managerial Implications for Sport Sponsors .International Journal Of Sport Management and Marketing, 17, 116- 145.
6. Choi, A. J. (2017). The impact of ethnic diversity on the ladies professional golf association: A case study of Anheuser-Busch and its sponsorship objectives and strategies. Sport Marketing Quarterly, 19(1), 51-57.
7. Chadwick, S., & Burton, N. (2011). The evolving sophistication of ambush marketing: A typology of strategies. Thunderbird International Business Review, 53(6), 709–719.
8. Chanavat, N., Desbordes, M., & Dickson, G. (2016). Sponsorship networks: Toward an innovative model. Sport. Business and Management: an International Journal, 6(4), 424 439.
9. Cornwell, T. B., Humphreys, M. S., Quinn, E. A., & McAlister, A. R. (2015). Memory of sponsorship-linked marketing communications: The effect of competitor mentions.
10. Crow, D., & Hoek, J. (2003). Ambush marketing: A critical review and some practical advice. Marketing Bulletin, 1–14.
11. Dickson, G., Naylor,G. & Phelps, S. (2015). Consumer attitudes towards ambush marketing. Sport Management Review. 32-57
12. Cui,W. (2011). Creating consumer-based brand equityin the chinese sports shoes market. Aalborg University. Degree of Master of Science in Internationa Marketing.
13. Cui, W. (2015). Threats to the external validity of brand extension research.degree of Doctoral of Science in International Marketing. 14. Eric.Willen G, Maury.C, (2004). Corporate sponsorship: measuring its effectiveness. for degree master of business administration.
15. Fallahi, A., Ehsani, M., Khabiri, M., Koozehchian, H. (2015). Supporting the Iranian Football Premier League; Support or ambush marketing? Sports Management Studies, 36, 57-72. (In Persian)
16. Faiz, D., Dehghani Soltani, M. (1393). The effect of brand equity on the evaluation of consumers' attitudes toward the development of the brand in Iranian rubber products. Two Quarterly Journal of Business Management Exploration, 11, 124 -136. (In Persian)
17. Graham, P. J. (2015). Ambush marketing: An American perspective. Third Annual Conference on Sports Marketing Law, Tax and Finance. Lausanne; Switzerland available at Olympic Studies Centre Library

Grohs, R., Wagner, U., & Vsetecka, S. (2011). Assessing the effectiveness of sport sponsorships–An empirical examination. Schmalenbach Business Review, 56, 119-38.
19. Gupta, S., & Pandey, S. (2009). Impact of ambush marketing on sponsor identification. Indian Institute of Management Bangalore. Working Paper, 256, 1-29.
20. Halonen-Knight, E., & Hurmerinta, L. (2010). Who endorses whom? Meaning transfer in celebrity endorsement. Journal of Product and Brand Management, 19, 452–460.
21. Henseler, J, Wilson, B and Westberg, K. (2016). Managers Managers perceptions of the impact of sport sponsorship on brand equity: Which aspects of the sponsorship matter Most? Sport Marketing Quarterly, 20(1), 7-21.
22. Henri, Y.H. & Axce, G.j. (2008). Consumer innovativeness and consumer acceptance of brand extension. Journal of product &brand management, 7(4), 235-243.
23. Halmstad,H (2008). Janssen-Cilag: The communication Challenge. School of Business and Engineering, Bachelor dissertation 15 ECTS,S upervisor: Venilton Reinert.
24.Jamaat, Khatereh; Ehsani, Mohammad (1390). Direct and indirect objectives of financial support for sports in Iran. Research in sports science, 10, 57-72. (in Persian)
25.Jobber, D. (2000). Principles and Practice of Marketing. Boston: McGraw-Hill. 26. Izadi, A. (1393). Description of the effective factors in attracting financial support of sponsoring companies in Iranian professional football teams. Master
Dissertation in Physical Education. Tarbiat moalem University. (In Persian)

27. Keller, К.L. (1998). Strategic brand management: building, measuring and managing brand equity.Upper Saddle River, NJ: Prentice-Hall.

28. Keshock, C.M. (2004). The effect of economic impact information on the attitudes of potential sports sponsors operating in mid-size and small college communities, unpublished doctoral degree dissertation, department of sport
Management, Recreation Management and Physical Education, Florida State University.
29. Kalamadi, S. (2012). Intellectual property and the business of sports management. Journal of Intellectual Property Rights, 17(5), 437–442. 
30. Martínez, E., Montaner, T. & Pina, J. M. (2009). “Brand extension feedback: The role of advertising”, Journal of Business Research, 62 (3), pp. 305–313. 
31. Maxwell, H. (2010). Signage VS. No signage: an analysis of sponsorship recognition an women's college basketball. Sport Marketing Quarterly, 18, 188- 198.
32. McCarthy, M.S., Heath, T.B. & Milberg, S.T. (2010). New brands versus brand extensions, attitudes versus choice: experimental evidence for theory and practice. Marketing Letters, 12(1), 75-90.
33. Mirsamadi, S. H. (1396). The effect of ambush marketing on the achievement of the goals of the sponsors of the Tabriz Tractorsazi football team. Master dessetation. Tabriz Azad University. (In Persian)
34. O’Reilly, N., & Horning, D. L. (2014). Leveraging sponsorship: The activation ratio. Sport Management Review, 16(4), 424-37.

Pitt, L., Parent, M., Berthon, P., & Steyn P. G. (2013). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons, 53, 281-90.
36. Preuss, H., Gemeinder, K., & Seguin, B. (2008). Ambush marketing in China: Counterbalancing Olympic sponsorship  efforts. Asian Business andManagement, 7(2), 243–263.
37. Saadat Asadi, N., Ahmadi, M. (1394). Ambush Marketing. Entrepreneurs Social Network. url: www.karnonet.ir. (In Persian)
38. Seifi, T., Isfahani, N., Honary, H. (1394). The effect of financial support on brand equity based on Mehram customers. Applied research in Sports management, 2, 78-87. (In Persian)
39. Seguin, B., & Oreilly, N. (2011). The Olympic brand, ambush marketing and clutter. International Journal Of Sport Management and Marketing, 4(1/2), 62- 84.
40. Seguin, B., & O’Reilly, N. (2008). The Olympic brand, ambush marketing andclutter. International Journal of Sport Management and Marketing, 4(1), 62–84.
41. Seth, R. (2010). Ambush marketing: Need for legislation in India. Journal of Intellectual Property Rights, 15(6), 455–463.
42. Shank, M.D. (2000). Sport marketing: A strategic perspective. 4th ed. Upper Saddle River, NJ: Pearson Education.
43. Stotlar, D.K. (2015). Developing successful sport sponsorship plans. 2nd Ed. Morgantown, WV: Fitness Information Technology.
44. Tanvir, A. & Shahid, M. (2017). Impact of Sports Sponsorship on Brand Image and Purchase Intention. Interdiciplinary Journal of Contemporary Resarch in Business, 4(2), PP 659-667.
45. Thomaselli, N., Frye, C., & Stotlar, D.K. (2016). NCAA corporate sponsor objectives: Are there difference between divisions I-A, I-AA and I-AAA? Sport Marketing Quarterly, 13, 40-58.
46. Tong, X., & Hawley, J. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262–271.
47. Tribou, G. (2010). Sponsoring sportif [sport sponsorship]. Paris: Economica. 48. Tripodi,J (2001). Sponsorship - A ConfirmedWeapon in the Promotional Armoury. International Journal of Sports Marketing & Sponsorship.
49. Yong Jae, K., Kyoungtae, K., Cathryn, L. C., & Tae Hee, K. (2012). The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products. International Journal of Sports Marketing &
Sponsorship, 9(2), 79- 92 

References

Alba, J.W. & Hutchinson, W. J (2006). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
2. Asadpour, M.R. (1395). Investigating the effect of dimentions of sport;s financial support on the brand equity of sponsors. Master Dissertation. University of Tehran. (In Persian)
3. Azadi, R., Yousefi, B., & Eidi, H. (1396). The role of financial support in sports (sponsors) on promoting the special value of brand in clothing industries and sprot’s equipment. Motor Science and Sports, 85-110.(In Persian)
4. Borton, N. (2012). Conceptualizing Ambush Marketing: Developing a Typology of Ambush Strategy and Exploring the Managerial Implications for Sport Sponsors. A thesis submitted in partial fulfillment of the University‟s requirements for the Degree of Doctor of Philosophy. Coventry University
5. Borton, N. (2018). Impact of Ambush Marketing on Managerial Implications for Sport Sponsors .International Journal Of Sport Management and Marketing, 17, 116- 145.
6. Choi, A. J. (2017). The impact of ethnic diversity on the ladies professional golf association: A case study of Anheuser-Busch and its sponsorship objectives and strategies. Sport Marketing Quarterly, 19(1), 51-57.
7. Chadwick, S., & Burton, N. (2011). The evolving sophistication of ambush marketing: A typology of strategies. Thunderbird International Business Review, 53(6), 709–719.
8. Chanavat, N., Desbordes, M., & Dickson, G. (2016). Sponsorship networks: Toward an innovative model. Sport. Business and Management: an International Journal, 6(4), 424 439.
9. Cornwell, T. B., Humphreys, M. S., Quinn, E. A., & McAlister, A. R. (2015). Memory of sponsorship-linked marketing communications: The effect of competitor mentions.
10. Crow, D., & Hoek, J. (2003). Ambush marketing: A critical review and some practical advice. Marketing Bulletin, 1–14.
11. Dickson, G., Naylor,G. & Phelps, S. (2015). Consumer attitudes towards ambush marketing. Sport Management Review. 32-57
12. Cui,W. (2011). Creating consumer-based brand equityin the chinese sports shoes market. Aalborg University. Degree of Master of Science in Internationa Marketing.
13. Cui, W. (2015). Threats to the external validity of brand extension research.degree of Doctoral of Science in International Marketing. 14. Eric.Willen G, Maury.C, (2004). Corporate sponsorship: measuring its effectiveness. for degree master of business administration.
15. Fallahi, A., Ehsani, M., Khabiri, M., Koozehchian, H. (2015). Supporting the Iranian Football Premier League; Support or ambush marketing? Sports Management Studies, 36, 57-72. (In Persian)
16. Faiz, D., Dehghani Soltani, M. (1393). The effect of brand equity on the evaluation of consumers' attitudes toward the development of the brand in Iranian rubber products. Two Quarterly Journal of Business Management Exploration, 11, 124 -136. (In Persian)
17. Graham, P. J. (2015). Ambush marketing: An American perspective. Third Annual Conference on Sports Marketing Law, Tax and Finance. Lausanne; Switzerland available at Olympic Studies Centre Library
Grohs, R., Wagner, U., & Vsetecka, S. (2011). Assessing the effectiveness of sport sponsorships–An empirical examination. Schmalenbach Business Review, 56, 119-38.
19. Gupta, S., & Pandey, S. (2009). Impact of ambush marketing on sponsor identification. Indian Institute of Management Bangalore. Working Paper, 256, 1-29.
20. Halonen-Knight, E., & Hurmerinta, L. (2010). Who endorses whom? Meaning transfer in celebrity endorsement. Journal of Product and Brand Management, 19, 452–460.
21. Henseler, J, Wilson, B and Westberg, K. (2016). Managers Managers perceptions of the impact of sport sponsorship on brand equity: Which aspects of the sponsorship matter Most? Sport Marketing Quarterly, 20(1), 7-21.
22. Henri, Y.H. & Axce, G.j. (2008). Consumer innovativeness and consumer acceptance of brand extension. Journal of product &brand management, 7(4), 235-243.
23. Halmstad,H (2008). Janssen-Cilag: The communication Challenge. School of Business and Engineering, Bachelor dissertation 15 ECTS,S upervisor: Venilton Reinert.
24.Jamaat, Khatereh; Ehsani, Mohammad (1390). Direct and indirect objectives of financial support for sports in Iran. Research in sports science, 10, 57-72. (in Persian)
25.Jobber, D. (2000). Principles and Practice of Marketing. Boston: McGraw-Hill. 26. Izadi, A. (1393). Description of the effective factors in attracting financial support of sponsoring companies in Iranian professional football teams. Master
Dissertation in Physical Education. Tarbiat moalem University. (In Persian)
27. Keller, К.L. (1998). Strategic brand management: building, measuring and managing brand equity.Upper Saddle River, NJ: Prentice-Hall.
28. Keshock, C.M. (2004). The effect of economic impact information on the attitudes of potential sports sponsors operating in mid-size and small college communities, unpublished doctoral degree dissertation, department of sport
Management, Recreation Management and Physical Education, Florida State University.
29. Kalamadi, S. (2012). Intellectual property and the business of sports management. Journal of Intellectual Property Rights, 17(5), 437–442. 
30. Martínez, E., Montaner, T. & Pina, J. M. (2009). “Brand extension feedback: The role of advertising”, Journal of Business Research, 62 (3), pp. 305–313. 
31. Maxwell, H. (2010). Signage VS. No signage: an analysis of sponsorship recognition an women's college basketball. Sport Marketing Quarterly, 18, 188- 198.
32. McCarthy, M.S., Heath, T.B. & Milberg, S.T. (2010). New brands versus brand extensions, attitudes versus choice: experimental evidence for theory and practice. Marketing Letters, 12(1), 75-90.
33. Mirsamadi, S. H. (1396). The effect of ambush marketing on the achievement of the goals of the sponsors of the Tabriz Tractorsazi football team. Master dessetation. Tabriz Azad University. (In Persian)
34. O’Reilly, N., & Horning, D. L. (2014). Leveraging sponsorship: The activation ratio. Sport Management Review, 16(4), 424-37.
Pitt, L., Parent, M., Berthon, P., & Steyn P. G. (2013). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons, 53, 281-90.
36. Preuss, H., Gemeinder, K., & Seguin, B. (2008). Ambush marketing in China: Counterbalancing Olympic sponsorship  efforts. Asian Business andManagement, 7(2), 243–263.
37. Saadat Asadi, N., Ahmadi, M. (1394). Ambush Marketing. Entrepreneurs Social Network. url: www.karnonet.ir. (In Persian)
38. Seifi, T., Isfahani, N., Honary, H. (1394). The effect of financial support on brand equity based on Mehram customers. Applied research in Sports management, 2, 78-87. (In Persian)
39. Seguin, B., & Oreilly, N. (2011). The Olympic brand, ambush marketing and clutter. International Journal Of Sport Management and Marketing, 4(1/2), 62- 84.
40. Seguin, B., & O’Reilly, N. (2008). The Olympic brand, ambush marketing andclutter. International Journal of Sport Management and Marketing, 4(1), 62–84.
41. Seth, R. (2010). Ambush marketing: Need for legislation in India. Journal of Intellectual Property Rights, 15(6), 455–463.
42. Shank, M.D. (2000). Sport marketing: A strategic perspective. 4th ed. Upper Saddle River, NJ: Pearson Education.
43. Stotlar, D.K. (2015). Developing successful sport sponsorship plans. 2nd Ed. Morgantown, WV: Fitness Information Technology.
44. Tanvir, A. & Shahid, M. (2017). Impact of Sports Sponsorship on Brand Image and Purchase Intention. Interdiciplinary Journal of Contemporary Resarch in Business, 4(2), PP 659-667.
45. Thomaselli, N., Frye, C., & Stotlar, D.K. (2016). NCAA corporate sponsor objectives: Are there difference between divisions I-A, I-AA and I-AAA? Sport Marketing Quarterly, 13, 40-58.
46. Tong, X., & Hawley, J. (2009). Measuring customer-based brand equity: empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18(4), 262–271.
47. Tribou, G. (2010). Sponsoring sportif [sport sponsorship]. Paris: Economica. 48. Tripodi,J (2001). Sponsorship - A ConfirmedWeapon in the Promotional Armoury. International Journal of Sports Marketing & Sponsorship.
49. Yong Jae, K., Kyoungtae, K., Cathryn, L. C., & Tae Hee, K. (2012). The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products. International Journal of Sports Marketing &
Sponsorship, 9(2), 79- 92 
Journal of Business Management Perspective
Volume 18, Issue 40 - Serial Number 40
February 2020
Pages 140-165

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History

  • Receive Date: 22 July 2020
  • Revise Date: 08 January 2021
  • Accept Date: 31 December 2020

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