Consumers' response to ambush marketing activities

摘要: Owing to the high sponsorship fees and category exclusivity of rights in major events, ambush marketing activities are increasingly planned practiced order capitalize on benefits associated with event. As a result, integrity sponsorship‘s is broken sponsor‘s investment undermined, which has potential threaten financial viability events. In maintain event protect official sponsors from attack by ambushers, International Olympic Committee introduced "Name Shame" campaign create public awareness companies‘ ambushing efforts. This study aims explore consumers‘ response disclosure using survey questionnaire approach. Balance theory attribution incorporated into an integrated model illustrating how factors, including event-related factor (event involvement), sponsor-related (consumer attitude towards sponsor), ambusher-related (prior brand knowledge perceived corporate social responsibility), motives for marketing, have impact degree blame consumers place attempts thus their attitudes companies. Eight hundred questionnaires were collected UK structural equation modelling was adopted analyse data. The tested respectively under two different types contexts, that is, predatory (n=400) associative (n=400). both results shows involvement consumer sponsor positive influence blame, while prior ambusher negatively related blame. However, CSR can only context, but not context. addition, confirmed play critical role affecting company‘s practice.