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Copyright © 2009 Diplomica Verlag GmbH ISBN: 9783842839410
http://www.diplom.de/e-book/229300/the-influence-of-brand-personality-in-the-
relationship-of-ambush-marketing
Daniel Markus Jueterbock
The Influence of Brand Personality in the Relationship of Ambush Marketing and Brand Attitude
Diplom.de
Diplom.de
Diplomarbeit
Daniel Markus Jueterbock
The Influence of Brand Personality in the Relationship of Ambush
Marketing and Brand Attitude
Daniel Markus Jueterbock
The Influence of Brand Personality in the Relationship of Ambush Marketing and Brand Attitude
ISBN: 978-3-8428-3941-0
Herstellung: Diplomica® Verlag GmbH, Hamburg, 2012
Zugl. Fachhochschule Aachen, Aachen, Deutschland, Diplomarbeit, 2009
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Page 2 of 92
T ABLE OF C ONTENTS
Table of Contents...2
List of Figures ...5
Abstract ...6
1. Introduction ...8
1.1 Overview...8
1.2 Background to the Research ...8
1.3 Research Problem and Issues ...9
1.4 Objectives of the Research ...9
1.5 Justification of the Research... 10
1.6 Delimitations of Scope and Key Assumptions... 10
1.7 Methodology... 10
1.8 Definitions ... 10
1.8.1 Ambush Marketing ... 10
1.8.2 Brand ... 11
1.8.3 Clutter ... 11
1.8.4 Brand Personality ... 12
1.8.5 Brand Equity ... 12
1.8.6 Brand Attitude... 12
1.9 Conclusions ... 12
2. Literature Review ... 14
2.1 Introduction... 14
2.2 Marketing and Traditional Marketing Communications ... 14
2.2.1 Traditional Marketing Communications ... 14
2.2.2 Event Marketing and Sponsorship... 15
2.2.3 Non-Traditional Marketing Communications ... 16
2.2.4 The Use of Non-Traditional Marketing Communications ... 16
2.3 Ambush Marketing... 18
2.3.1 Ambush Marketing and its Classification... 18
2.3.2 Tactics of Ambush Marketing ... 20
2.3.3 Reasons for Ambush Marketing... 21
2.3.4 Forms of Ambush Marketing... 22
2.4 Marketing Communications Seek to Maintain Brands ... 22
2.4.1 Advantages of Brands ... 23
2.4.2 Brand Attitude... 25
2.4.3 Brand Personality ... 27
2.5 Theoretical Framework... 28
2.6 Proposed Model... 29
2.6.1 C1: The Construct of Ambush Marketing ... 29
Page 3 of 92
2.6.2 C2: The Construct of Brand Attitude ... 30
2.6.3 C3: The Construct of Brand Personality ... 30
2.7 Conclusions ... 31
3. Methodology ... 33
3.1 Overview... 33
3.2 Research Design ... 33
3.3 Type of Investigation ... 34
3.4 Time Horizon... 34
3.5 Sampling ... 35
3.5.1 Sampling Design... 35
3.5.2 Sample Frame ... 36
3.5.3 Sample Size... 37
3.6 Experimental Design... 37
3.6.1 Stimulus Material ... 37
3.7 Data Collection Instrument... 38
3.8 Data Collection Procedure... 39
3.9 Ethics in Data Collection ... 39
3.10 Measurement of Constructs... 41
3.11 Conclusions ... 43
4. Data Analysis ... 44
4.1 Introduction ... 44
4.2 Reliability of the Research ... 44
4.2.1 Item Non-Response ... 44
4.2.2 Scale Reliability... 45
4.3 Sample Characteristics ... 46
4.3.1 Demographic Characteristics and Distribution Among the Brand Personalities... 46
4.4 Qualitative Responses ... 46
4.4.1 Objective 1 – General Understanding of the Acceptance of Ambush Marketing ... 47
4.5 Descriptive Statistics ... 49
4.5.1 General Data Analysis... 49
4.5.2 Objective 2 – Does Ambush Marketing Create Positive Brand Attitude?... 50
4.5.3 Objective 3 – Does Brand Personality Influence the Effectiveness of Ambush Marketing? ... 53
4.6 Hypotheses... 53
4.7 Conclusion ... 53
5. Conclusions, Limitations and Implications for Future Research and Management... 55
5.1 Introduction ... 55
5.2 Summary and Results and Findings ... 55
5.2.1 Research Objective 1 ... 55
5.2.2 Research Objective 2 ... 56
5.2.3 Research Objective 3 ... 57
5.2.4 Conclusion about the Research Problem... 58
Page 4 of 92
5.3 Implications for Management... 59
5.4 Limitations of the Study... 59
5.4.1 Limitations of Brand Personalities ... 59
5.4.2 Limitations of Methodology ... 60
5.5 Implications for Future Research ... 60
5.5.1 Complete Investigation With Fewer Limitations ... 60
5.5.2 Personalities of Marketing Communication Options ... 61
5.5.3 Determination of the Brand Personality’s Impact ... 61
5.6 Concluding Remarks ... 61
References ... 62
Appendix ... 72
Page 5 of 92
L IST OF F IGURES
Figures:
Figure 1: Marketing Communications Options by Keller (2008) ... 16
Figure 2: TOP Programme Evolution (IOC 2008)... 22
Figure 3: A Systems Model of Brand Antecedents and Consequences from Keller and Lehmann (2006) ... 23
Figure 4: Brand and Brand Attitude Impacts on Brand Equity Adapted from Aaker (1991) and Keller (1993)... 25
Figure 5: A Model for Predictive Measurements of Advertising Effectiveness by Steiner (in Lavidge and Steiner 1961) ... 26
Figure 6: Final Brand Equity Model from Faircloth, Capella and Alford (2001) ... 27
Figure 7: A Brand Personality Framework by J. Aaker (1997)... 28
Figure 8: Conceptual Model ... 29
Tables:
Table 1: Measurement of Constructs... 41Table 2: Measurement of Constructs (continued) ... 42
Table 3: Multi-Scale Internal Reliability Measure ... 45
Table 4: Characteristics of Sample ... 46
Table 5: Results of Qualitative Questions by Brand Personality ... 47
Table 6: Recognizing the Treatments Brand Personality... 50
Table 7: Independent Sample T-Test for Gender and Brand Personality ... 50
Table 8: Pre-Measure of Brand Attitude ... 51
Table 9: Post-Measure of Brand Attitude ... 52
Table 10: Spillover Effects of Brand Attitude ... 52
Appendix:
Appendix a: Demographic Distribution of Australia ... 72Appendix b: Questionnaire ... 73
Appenix c: SPSS – Independent Samples T-Test Brand Personality by Gender ... 78
Appendix d: SPSS – ANOVA Gender by Brand Personality... 80
Appendix e: SPSS – ANOVA Brand Personality by Brand Personality ... 82
Appendix f: SPSS – ANOVA Brand Attitude Pretest by Brand Personality ... 84
Appendix g: SPSS – ANOVA Brand Attitude Posttest by Brand Personality ... 86 Appendix h: SPSS – ANOVA Brand Attitude Difference (BApost – BApre) by Brand Personality. 88
