Sponsor, Ambusher and other Consumer response to three strategies

By:

GUPTA, SEEMA

Contributor(s):

MAITY, MOUTUSY

Material type:

Mixed materialsPublication details: 2014Description: 76-87Subject(s):

NLM classification:

658.8

In: VIKALPAMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		39/1	Available		P15407

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.

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