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Chadwick Simon (Coventry University), Piątkowska Monika (Josef Pilsudski University of Physical Education in Warsaw), Gocłowska Sylwia (Josef Pilsudski University of Physical Education in Warsaw), Żyśko Jolanta (Warsaw School of Tourism and Hospitality Management)
Brand Recognition and Sponsorship - the Battle Between Official Sponsors and Ambushers
Przedsiębiorczość i Zarządzanie, 2016, t. 17, z. 9, cz. 3, s. 41-56, tab., rys., bibliogr. 18 poz.
Entrepreneurship and Management
Tytuł własny numeru
Marketing w rozwoju innowacyjności
Słowa kluczowe
Marka, Sponsoring, Zachowania konsumenta
Brand, Sponsoring, Consumer behaviour
summ., This paper was prepared under the statutory framework of Josef Pilsudski University of Physical Education in Warsaw DS.138 - "Preventing unfair practices ambush marketing in the organization of major sporting events", financed by the Ministry of Science and Higher Education in Poland.
It is acknowledged that sponsorship can help corporations achieve brand recognition, especially when such organisations sponsor a sport event. This type of association is nevertheless coming under threat from ambushers, causing confusion among consumers. This study therefore sets out to answer the following research question: what is the extent and nature of brand recognition among consumers of products marketed by official sponsors and of products marketed by ambushers? In addressing the research question, data was gathered during the UEFA Euro 2012. A sample (N = 1,000) of Polish consumers was surveyed, with statistically significant differences between variables in the model being verified by means of chi-square testing. In spontaneous testing, official sponsors achieved higher brand awareness scores; however, in aided testing the brands of ambush market achieved higher brand awareness scores. The study identifies that there were high rates of recognition of ambushing brands, which were the result of ambush marketers using numerous and varied communication channels. We therefore highlight the need to understand consumer cognition in relation to both official event sponsor brands, and those of ambush marketers. This will help sponsors to better understand the cognition and behaviour of consumers in relation to official and ambushing brands. (original abstract)
Pełny tekst
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