Bachelor Thesis, 15 credits, for a Bachelor of Science in Business Administration: International Business and Marketing Kristianstad University Spring 2016 Attitudes towards the (UN)official sponsor Cultural factors’ impact on consumers’ attitudes towards ambush marketing Jens Fredriksson & Henrik Rosenborg School of Health and Society Authors Jens Fredriksson & Henrik Rosenborg Title Attitudes towards the (UN)official sponsor - ‘Cultural factors' impact on consumers' attitudes towards ambush marketing’ Supervisor Lisa Källström Examiner Heléne Tjärnemo Abstract Ambush marketing has recently become a large problem for event owners and official sponsors. One of the main focuses, in the field of ambush marketing, has been about consumers' attitudes towards ambush marketing. However, the research field has a gap in what affects consumers’ attitudes. The purpose of this thesis is to explain the causal effect between consumers’ culture factors and their attitudes towards ambush marketing. This thesis uses a conceptual model that is based on theories in national culture, marketing and psychology. This thesis uses a positive, deductive approach with an explanatory research design. The quantitative method is a survey that is handed out to Swedish students and exchange students from China. Analyses show that consumers' culture has a significant correlation to their attitudes towards ambush marketing. Consumers in cultures with high power distance and/or collectivism, have a significant stronger negative attitude towards ambush marketing, compared to consumers who have low power distance and/or individualism. The theoretical implications in this thesis fill the gap about what causal effect culture factors have on consumers’ attitudes towards ambush marketing. This thesis has also contributed to the more controversial belief, that the consumers’ do not have such negative attitude towards ambush marketing. The findings will be of managerial use for event owners who are taking actions against the ambush companies. Limitation of this study is that theory on the cultural factors is only based on one theoretical framework, Hofstede’s cultural dimensions. Keywords Marketing Communication, Ambush Marketing, Consumers’ attitudes, Sponsorship, Cultural factors. I Acknowledgements Firstly, we would like to thank our supervisor, Lisa Källström for her dedication, support and knowledge. Secondly, we thank Lin Cai, who made the collection of empirical data possible. Finally, we thank Jane Mattisson, Annika Fjelkner and Pierre Carbonnier for sharing their expertise in linguistics and statistics. May 2016 __________________________ __________________________ Jens Fredriksson Henrik Rosenborg II Table of Contents 1. Introduction ................................................................................................... 1 1.1 Background ............................................................................................................................... 1 1.2. Problem Statement ................................................................................................................. 2 1.3. Research Purpose .................................................................................................................. 5 1.4. Research Question ................................................................................................................. 5 1.5. Outline ....................................................................................................................................... 5 2. Method ............................................................................................................ 6 2.1. Research Philosophy ............................................................................................................. 6 2.2. Research Approach ............................................................................................................... 6 2.3. Choice of Theory ..................................................................................................................... 7 2.4. Choice of Methodology ......................................................................................................... 7 3. Literature Review ......................................................................................... 8 3.1. Sponsorship ............................................................................................................................. 8 3.2. Misleading Marketing ............................................................................................................. 9 3.3. The Phenomenon of Ambush Marketing ........................................................................ 10 3.3.1. Types of Ambush Marketing .......................................................................................... 11 3.4. Attitudes - In the mind of the consumers ....................................................................... 14 3.4.1. Cognition, Affect and Behavioral ........................................................................................ 14 3.4.2 Central and Peripheral Route ......................................................................................... 15 3.5. Disclosure of Ambush Marketing ..................................................................................... 16 3.5.1. Attitudes towards Sponsorship ...................................................................................... 17 3.5.2. Involvement in the Event ................................................................................................ 17 3.6. Culture ..................................................................................................................................... 18 3.6.1. Hofstede’s Cultural Dimensions .................................................................................... 19 3.7. Conceptual Model and Summarizing Hypotheses ....................................................... 21 3.7.1. Developing a conceptual model .................................................................................... 21 3.7.2. Summary of the Hypotheses.......................................................................................... 23 4. Empirical Methods ..................................................................................... 24 4.1. Research Design ................................................................................................................... 24 4.2. Data collection ....................................................................................................................... 24 4.3. Research Strategy ................................................................................................................ 24 4.5. Population and Sample Selection .................................................................................... 25 4.6. Operationalization ................................................................................................................ 27 4.6.1. Dependent Variable ......................................................................................................... 27 III 4.6.2. Moderating Variables ...................................................................................................... 28 4.6.3. Independent Variables .................................................................................................... 28 4.6.4. Background Variables ..................................................................................................... 30 4.7. Data Analysis ......................................................................................................................... 30 4.8. Reliability ................................................................................................................................ 32 4.9. Validity ..................................................................................................................................... 32 4.10. Generalizability ................................................................................................................... 32 5. Analysis ........................................................................................................ 34 5.1. Descriptive Statistics ........................................................................................................... 34 5.1.1. Respondents .................................................................................................................... 34 5.1.2. Dependent Variable ......................................................................................................... 35 5.1.3. Independent Variables .................................................................................................... 36 5.1.4. Moderating Variables ...................................................................................................... 40 5.2. Mann-Whitney U Test ........................................................................................................... 42 5.2.1. Collectivism ....................................................................................................................... 42 5.2.2 Power Distance ................................................................................................................. 43 5.2.3 Uncertainty Avoidance ..................................................................................................... 43 5.2.4. Masculinity .......................................................................................................................