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Existing research neglected examining the environmental effect of an event on the effectiveness of sponsorship activation in a competitive setting. The purpose of this study is to explore how the event environment impacts consumers’ attitudinal and behavioral responses to competitive brands that co-present at an event.

The research comprised an exploratory pre-test and two studies at a sport event with a retailing environment. The exploratory pre-test was used to examine the competitive relationship in the local market between the market leader and the lesser-known sponsoring brand. Study 1 used structural equation modelling to test how the event environment impacts consumers’ attitudes toward both brands at the post-consumption stage. Study 2 compared actual sales data of the two competing brands to examine the immediate effect of the sponsorship space on consumption.

The results revealed the event environment had an impact on consumers’ brand attitude toward both the lesser known sponsoring brand and the non-sponsoring market leader. However, the effect on the sponsoring brand that activated its sponsorship was influenced by consumer involvement with the event and was more salient. Furthermore, the product sales of the less-known sponsoring brand outperformed that of the market leader that co-presented at the event.

This study addresses a call to go beyond exploring the brand image of the sponsoring brands in isolation and holistically examine sponsorship effectiveness. The study contributes to knowledge on both attitudinal and actual behavioural outcomes of sponsorship activation in a competitive environment.

Unlike other sub‐areas of marketing, such as sports marketing, business‐to‐business marketing or even religious marketing, social marketing attracts a very diverse group of disciples, many of whom have little or no background in the discipline of commercial marketing. At the same time, many with a commercial marketing background have a limited understanding of the social and environmental determinants of health and well‐being and tend to be focused on consumer marketing techniques for a situation where there is wide distribution of product and service offerings and where most target audiences have enough money to make a purchase. These circumstances have resulted in a number of myths and misunderstandings being expressed by “social marketers” which could negatively impact on the practice of social marketing and hence the effectiveness of campaigns described as such. The aim of this paper is to describe and dispel eight “mythunderstandings” commonly expressed by social marketing practitioners and others.

The paper presents Ad hoc observations on issues that arise from time to time on the social marketing listserv (listserve.social.marketing@uis‐listproc‐1.georgetown.edu) and at social marketing conferences.

It is suggested that those wishing to operate in the domain of social marketing could benefit from a look at the history of marketing and some of the basic textbooks to help dispel some of these myths.

Eight commonly expressed mythunderstandings are listed, including definitional issues, the roles of education, law and advocacy in social marketing and whether the sought behaviour change must be voluntary. While others have looked at outsiders' misunderstandings of social marketing, this paper looks at the mythunderstandings of social marketers themselves.

The role of creativity in marketing has great importance. In this chapter, the authors discuss the role of creativity in the sports context. The authors discuss creativity and then move onto the various contexts in sports that could be covered. This looks at the worlds of traditional and extreme sports along with a brief exploration of the burgeoning area of esports. The authors then draw from some creative principles that are worth keeping in mind before moving onto future areas that could be covered. The authors hope that this will be useful for practitioners and researchers who are interested in not just creativity, but also the exciting opportunities in sports. In short, the authors hope this provides inspiration for those wishing to explore these areas further. Creativity is a powerful thing, and sport is an area full of potential. As such, the authors believe that these two are a pairing worth exploring more.

This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects.

This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015.

Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word of mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement.

By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising.

To date the vast majority of sponsorship research has focused on the perspective of sponsors. The purpose of this paper is to use this research to identify factors that sponsored institutions and organizations (sponsees) should be cognizant of before entering into a sponsorship arrangement, and to propose a research agenda based on these factors.

The authors leverage sponsorship research that has been published in business journals with an impact factor above 0.5 (Reuters, 2015).

This paper argues that sponsees should be aware of the benefits that sponsorship brings to sponsors so that they can better appeal to potential sponsors. A sponsee also needs to be aware of the impact a sponsorship partnership may have on its own brand, image, and equity.

This is a conceptual paper grounded in the literature that aims to stimulate further research in the domain of sponsorship and provide deeper understanding for sponsees. Empirical research addressing the research questions posed is required.

In a holistic manner, this literature review offers insights into factors that sponsees should consider before entering a sponsorship relationship.

Previous research in the sponsorship domain has focused primarily on dyadic sponsors. This paper considers sponsorship from the sponsee’s perspective.

Sponsors claim that ambush marketing damages the integrity and financial basis of an event, however, definitions of “ambushing” remain ambiguous, particularly where more than oneparty lays claim to specific images. When the New Zealand Rugby Football Union (NZRFU) changed its official apparel supplier from Canterbury International Limited (CIL) to adidas, CIL argued it was entitled to draw on its past involvement with the All Blacks. This paper explores ambush marketing in NZRFU v CILand concludes by offering suggestions that couldreduce the likelihood of similar situations arising

The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup.

The study employed a sentiment analysis, examining Twitter users’ utilization of sponsor and non-sponsor promotional hashtags. Statistical modelling programme R was used to access Twitter’s API, enabling the analysis and coding of user tweets pertaining to six marketing campaigns. The valence of each tweet – as well as the apparent user motivation underlying each post – was assessed, providing insight into Twitter users’ ethical impressions of sponsor and ambush marketer activities on social media and online engagement with social media marketing.

The study’s findings indicate that consumer attitudes towards ambush marketing may be significantly more positive than previously thought. Users’ attitudes towards ambush marketing appear significantly more positive than previously assumed, as users of social media emerged as highly responsive to creative and value-added non-sponsor campaigns.

The findings affirm that sentiment analysis may afford scholars and practitioners a viable means of assessing consumer attitudes towards social marketing activations, dependent upon campaign objectives and strategy. The study provides a new and invaluable context to consumer affect and ambush ethics research, advancing sponsorship and ambush marketing delivery and social sponsorship analytical practice.

Little is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore to examine and compare the effectiveness of those three types of sports event-related marketing.

This research draws on a field experiment analyzing the effects the three types of sports event-related marketing during the FIFA Soccer World Cup 2014. To test the proposed main effects, the authors conducted a field experiment in two product categories (airlines and beer) testing for differences in brand attitude, customer-based brand equity and word-of-mouth (WOM), and testing moderating effects of advertisement creativity and sponsorship recognition.

Drawing on a field-experimental study on the occasion of the FIFA World Cup 2014, this research shows that team sponsorship has a stronger positive effect on consumers’ attitudes than AM and event sponsorship. Brand attitude emerges as a central mediator of the sponsorship effect on WOM and customer-based brand equity. The authors find, surprisingly, that sponsorship recognition does not significantly moderate the relationship between sponsorship and customer attitudes, whereas advertisement creativity even weakens the positive effect of sponsorship on brand attitude, WOM and customer-based brand equity.

Consumers do not seem to form their brand attitude on the fact whether they recognize the particular brand as a sponsor or ambushing brand. This can be attributed to the theory of moralistic fallacy, which describes the phenomenon that makes individuals ignore the existence of something they perceive immoral, explaining the similar effectiveness of both.

This research contributes to the literature in several ways. First, it tests a causal model that examines brand attitude, customer-based brand equity and WOM -intentions as outcome variables of AM effectiveness. This goes far beyond the proxy-measure of “sponsorship awareness,” which previous studies used in order to quantify AM effectiveness. Second, taking into account and comparing the specific effects of event sponsorship, team sponsorship and AM, the study broadens the knowledge about the effectiveness of alternative sports event-related marketing approaches. Third, previous studies advised event sponsors to design humorous and creative advertisements to defend themselves against ambush marketers and beat them at their own game, which is tested by including ad creativity as a moderating variable.

The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing.

A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores.

Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising.

The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.

Over the past decade, the Olympic Movement has become increasingly dependent upon financial support provided by corporate sponsors. This study explores the evolution of the Olympic sponsorship programme, presents current and future marketing strategies employed by sponsors, and discusses major challenges within the programme.