Ha In Joo

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A CROSS NATIONAL COMPARATIVE STUDY ON 2008
BEIJING OLYMPIC SPONOSRSHIP AND AMBUSH MARKETING
CHINA AND KOREA BEFORE AND AFTER GAMES

• Ha In Joo
• Post Doctor of Peking University Guanghua School
  of Management

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INTRODUCTION

• The 2008 Beijing Olympic Games was the first
  mega-event held in China and the 63 sponsors have
  put all their marketing efforts to attract the
  nationals and worlds interest.
• Olympic sponsorships
• building brand equity image enhancement
  value
• Firstly, the Olympic Games sponsorship
  could generate positive associations among
  consumers
• Secondly, Olympic sponsorship as a way to
  strengthen their image of trust and brand
  development with their customers and increase the
  prestige of the company (Apostolopoulou,
  Papadimitriou, 2004).

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INTRODUCTION

• Numbers of firms in China grow their brand
  recognition, however, the level of brand
  globalization is actually low.
• Then, Lenovo, Haier, and Yili, the representative
  Chinese corporations, take the advantages of the
  Games as Samsung and Korean Air, Seiko and Sony
  did?

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INTRODUCTION
I am ambusher! My mission is to Confuse Consumer..

• The Olympics, from the corporations side, is
  surely a great chance Sponsors Ambushers
• Ambushers confuses customer which sponsor is.
• So, ambushing was first thought to be a somewhat
  devious, unethical, tactic, and an unfair
  marketing practice .

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INTRODUCTION

• Recent work has recognized as a legitimate
  marketing strategy (Meenaghan, 1996).
• This purpose of this study is to investigate how
  effectively the official sponsors and ambushers
  took advantages of the chance of 2008 Beijing
  Olympics.

Who does hit the target right in the center?
Sponsor or Ambusher?
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Literature Review
Sponsorship Brand Knowledge Customer-based
brand equity (CBBE) Brand awareness brand
recognition brand recall performance (Keller,
1993).
Olympic Sponsorship
Ambush Marketing
Most of the researchers who examined that Olympic
sponsorships have image-enhancement value
(Crimmins and Horn, 1996).
Consumer research on the effects of ambush
marketing has examined the extent to which
ambushing companies have been successful compared
to official sponsors of major events. (Crimmins
Horn, 1996 Kinney McDaniel, 1995 Sandler
Shani, 1989,1993).
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Method

• Study population

Chinese (Beijing) Korean ( Seoul)

• Data collection procedure

Data were collected twice before the games (July
11July 25,2008) and after the games (September
28 October, 12, 2008).
A total of 5,600 questionnaires were distributed.
Questionnaire is composed of from 1 to 4 part,
every part 350 questionnaires were distributed.
The site field sampling the convenient sampling
method To prevent field researchers selection
bias, the surveyors were instructed to seek an
equal portion of male and female respondents in
various age groups (at least 16 years of age).
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Method
After the games
Before the games China
After the games
Before the games Korea
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Method

• Sports Adidas, Nike, Lining
• Mobile phones Samsung, Sony, Bird
• Soft drinks Coca -Cola, Pepsi, Wahaha
• Computers Lenovo, Dell, Acer
• Fast Food Restaurants McDonalds, KFC,
  Yonghedawang
• Automobiles Folksvagen, Hyundai, Dongfung
• Milks Yili, Nestle, Mengniu
• Banks Commercial Bank of China, Citi Bank,
  Bank of China

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Research Questions

• After the Games, sponsors awareness levels
  (recall and recognition) and will be more
  increased than before the Games.
• After the Games, ambushers awareness levels
  (recall and recognition) and will be lower
  increased than before the Games.

• Sponsors and ambushers awareness levels differ
  by nation
• Sponsors and ambushers awareness levels differ
  by the categories of information channel.

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Results


Results of Mann-Whitney U test using two
periods samples (before and after games)







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Results









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Results










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Results










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Results



Adjusted residual analysis of information
source characteristics of between games







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Results



The Difference of Awareness between Chinese
and Korean