Sports sponsorship and the risks of ambush marketing: the moderating role of corporate reputation in the effects of disclosure of ambush marketers on attitudes and beliefs towards corporations

This study examines the possibility that ambush marketers may run the risk of image corruption if consumers correctly discern the true sponsors from the ambush marketers. Further investigated in this study is whether the risks associated with ambush marketing vary by consumer perceptions of corporate reputation. Two experiments, a 2-by-2 and a 2-by-2-by-2 mixed factorial experiments, were conducted to test two sets of hypotheses. A total of 78...