Effect of Ambush marketing to customers' attitude towards brand in Olympic game 2016.

Abstract

In the consumer centric era, marketers need to look out consumer interesting to develop marketing strategy. There are several marketing tools to capture consumers’ insight, the most powerful tool is sponsorship because it can capture mass awareness. Due to cost of sponsorship is too expensive, it causes to other brands do ambush strategy. In this research aims to understand the ambush strategy in Olympic, 2016 by measuring attitude towards brands. The result shows that 150 Thai respondents did not be influenced by event, sponsorship and ambusher. Consumers believe that being a sponsorship is a good image to brand but they still purchase products or service from ambusher. Moreover, doing event marketing as sponsor and ambush marketing is not effect to consumers’ attitude, thus it is an opportunity to brands to do marking strategy which related to event for gain benefit during event.