Ambush marketing: Corporate strategy and consumer reaction

Abstract

Commercial sponsorship has grown significantly as a method of marketing communications; however, the practice of ambush marketing, whereby corporations, often direct competitors of official sponsors, seek low-cost association with major sporting events, is a related development, arguably to the detriment of both official sponsors and event owners. This article examines the phenomenon of ambush marketing and the main strategies employed by ambushing companies as well as seeking to explore consumer reaction to the practice of ambush marketing. Consumer reaction is examined under two broad headings: the effectiveness of ambush marketing and consumer attitudes to the practice of ambush marketing. © 1998 John Wiley & Sons, Inc.