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Title: Sponsor, Ambusher, and Other: Consumer Response to Three Strategies
Authors: Seema Gupta, Moutusy Maity, Satish C Pandey
Issue/Year: Jan-2014
Section: Research
Abstract: This article investigates consumer responses to sponsors, ambushers and firms that pursue a neither strategy (i.e. others) by using the Resource Advantage Theory and the Hierarchy of Effects model. It is found that though sponsors achieve competitive advantage in terms of consumer awareness against ambushers, and ambushers attain competitive advantage against others, the relationship between awareness and attitude is significant only for others and not for sponsors or ambushers. The relationship between attitude and intention to purchase is not significant for any of the three strategy options.
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