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La Propiedad Inmaterial, 2016 Ambush marketing is a practice that will usually occurs in large-scale events, is not a sponsor seeks to gain benefits of brand exposure and awareness in a context that it would otherwise be available only to official sponsors.
Diego Pardo Amézquita
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, 2014 The rapid growth in sponsorship throughout the world has been accompanied by a parallel growth in ambush marketing practice over the last two decades, particularly in the context of major sporting events.
Thwaites, Des +3 more
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Ambush Marketing Is Dead, Long Live Ambush Marketing [PDF]
Journal of Advertising Research, 2017 Ambush marketing is more than thirty years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different
Burton, N +3 more
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A Systematic Literature Review on Ambush Marketing in Sport
Physical Culture and Sport: Studies and Research, 2015 The aim of the paper was to outline and evaluate the existing scientific achievements regarding the phenomenon of ambush marketing in sport, mark the dominating problematic areas, and create a literature database for the purposes of further research. The
Piątkowska Monika +2 more
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Implementation of ambush marketing strategy [PDF]
Anali Ekonomskog fakulteta u Subotici, 2018 Ambush marketing is an attempt by a company to obtain benefits from the popularity and reputation of a particular public event by attracting the attention of the event's visitors, while not investing in event sponsorship. This practice is commonly called
Starčević Slađana +2 more
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Journal of Sports Management and Commercialization, 2014 A sports event organizer sells exclusive marketing rights for his event to official sponsors, who, in return, acquire exclusive options to utilize the event for their own advertising purposes.
Nufer, Gerd, Bühler, André
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Treball de Fi de Màster: Master in European and Global Law. Curs 2023-2024Tutora: Paz solerEn este documento se presentan algunas prácticas de ambush marketing o marketing de emboscada y se realiza un análisis jurídico de estas estrategias para ...
Abisambra Bernal, Evelyn
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, 2013 Ambush marketing is a strategy by which a company or organisation uses their marketing communications to associate themselves with an event without being an official sponsor or authorised partner or licensee.
Nufer, Gerd
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The legal aspects of ambush marketing
Zbornik radova Pravnog fakulteta u Splitu, 2019 Kako je sponzorstvo vitalni alat za nove izvore novca za sport, važno je postaviti određene standarde koji bi trebali biti strogo zaštićeni. Pojava ambush marketinga predstavlja aktivnost koja može naškoditi suštini sponzorstva. Može imati brojne oblike,
Mateša, Zlatko +3 more
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Ethical aspects of guerrilla and ambush marketing [PDF]
Ekonomski Signali, 2020 The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive,
Dašić Dejan R. +2 more
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