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Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing

Published online by Cambridge University Press:  24 February 2006

FRANCIS FARRELLY ,
PASCALE QUESTER  and
STEPHEN A. GREYSER
FRANCIS FARRELLY
Affiliation:
Monash University, francis.farrelly@buseco.monash.edu.au
PASCALE QUESTER
Affiliation:
University of Adelaide, pascale.quester@adelaide.edu.au
STEPHEN A. GREYSER
Affiliation:
Harvard University, sgreyser@hbs.edu
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Abstract

This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co-branding objectives sought from the relationship, ambush is not necessarily as dangerous to sponsors as it has been in the past. Sponsors can use ambushers' attacks to their advantage by drawing attention to issues of legitimacy, by enhancing brand or corporate authenticity, and by appealing to consumers increasingly wary of disingenuous brands. Our findings confirm the potential to approach the sponsorship relationship as a co-marketing alliance to optimize co-branding objectives and to negate the effects of ambush.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 3 , September 2005 , pp. 339 - 348
Copyright
© Copyright © 1960-2005, The ARF

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References

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