Sponsor, Ambusher and other
GUPTA, SEEMA
Sponsor, Ambusher and other Consumer response to three strategies - 2014 - 76-87
This article investigates consumer responses to sponsors, ambushers and firms that pursue a neither strategy by using the Resource Advantage Theory and the Hierarchy of effects model. It is found that through sponsors achieve competitive advantagein terms of consumer awareness against ambushers and ambushers attain competitive advantage against others, the realtionship between awareness and attitude is significant only for others and not forsponser or ambushers.
ADVERISMENT MARKETING
658.8
Sponsor, Ambusher and other Consumer response to three strategies - 2014 - 76-87
This article investigates consumer responses to sponsors, ambushers and firms that pursue a neither strategy by using the Resource Advantage Theory and the Hierarchy of effects model. It is found that through sponsors achieve competitive advantagein terms of consumer awareness against ambushers and ambushers attain competitive advantage against others, the realtionship between awareness and attitude is significant only for others and not forsponser or ambushers.
ADVERISMENT MARKETING
658.8