Does Sport Event Involvement Influence Brand Recognition of Official Sponsors and Ambush Marketers?

Abstract

The main aim of the study is to verify how event involvement in the UEFA Euro 2012 influenced the recognition of both sponsors’ and ambushers’ brands. Computer-Assisted Personal Interviews were conducted on a representative sample of the Polish society (N = 1,000). On the basis of five groups of consumers regarding involvement in the event, authors examined brand recognition, using Top of Mind Awareness (TOMA) tests of official sponsors and ambushers.

Keywords

• sponsorship
• ambush marketing
• brand recognition
• event involvement
• euro 2012