Results 111 to 120 of about 811,818 (177)

Ambush Marketing im Sport

Sportmanagement, 2018
Gerd Nufer stellt Ihnen auf einzigartige Weise sowohl die Sicht der Veranstalter und offiziellen Sponsoren von Sport-Events als auch die Sicht der Ambusher aus einer neutralen Perspektive vor: Sie erfahren unter anderem, welche Strategien und Erscheinungsformen des Ambush Marketing existieren, wie Ambush Marketing wirkt, wann Sie als Ambusher Rechte ...
G. Nufer
openaire   +2 more sources

Ambush Marketing and Protection of Investments

SSRN Electronic Journal, 2022
Arul George Scaria, Varsha Jhavar
openaire   +2 more sources

Regulating Ambush Marketing in an Increasingly Social Era

International Journal of Sport Communication, 2023
The practice of ambush marketing continues to proliferate around mega sport events, notably during the Olympics. The ongoing commercial threat to official sponsors and event organizers threatens the sponsorship model on which the events rely. The current
J. Grady
semanticscholar   +1 more source

AMBUSH MARKETING: THE CASE OF OLYMPIC GAMES

Global Journal For Research Analysis, 2023
Ambush marketing in sports sponsorship constitutes a misleading marketing strategy adopted by companies trying to associate their brands with a particular sporting event or other sports entities, without being part of the latter ofcial sponsorship ...
Panagiotou Anastasios, Zafeiriou Magdalini, Vogiatzis Christos, Anastasiou Athanasios   +3 more
semanticscholar   +1 more source

Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram

International Journal of Sports Marketing & Sponsorship, 2021
Purpose This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and ...
O. Scott, N. Burton, B. Li
semanticscholar   +1 more source

Ambush Marketing

2014
Умный в гору не пойдет, умный гору обойдет. Право называться официальным спонсором, например, Олимпиады, стоит десятки миллионов долларов. К чему такие траты, если существует иной способ обеспечить свою сопричастность к мировым спортивным соревнованиям?
Ran Liu, Des Thwaites
  +5 more sources

Ambush Marketing

2011
Abstract This chapter examines ambush marketing as a fast-evolving and multifaceted strategy that challenges traditional sponsorship norms. It traces the rise of ambush marketing from early Olympic sponsorships to modern sports events, where exclusive deals prompt non-sponsors to seek unauthorised associations.
Gierl, Heribert, Stiegelmayr, Karin
  +5 more sources

DIGITAL MARKETING AS A STRATEGY UNDER AMBUSH MARKETING DURING SPORT EVENTS

, 2021
In this Research paper, we are going to discuss the impact of digital marketing done by the non-sponsors/ non-partners of sports event on the digital viewer of the event (I.e., The rest of the people who are watching the event live on the digital ...
Mutaman Amir, P. Reddy
semanticscholar   +1 more source

Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification

European Sport Management Quarterly, 2020
Research Questions This research examined the effects of ambush marketing (yes/no), content presentation format (image/video), advertising time (6 sec/15 sec), and message delivery format (Story/post) on consumer attitude and purchase intention regarding
Yi-Hsiu Lin, Chen-Yueh Chen, Ya-Lun Chou, Chia-Jung Yeh   +3 more
semanticscholar   +1 more source

When ambush marketing is beneficial to sponsorship awareness: creating sponsor distinctiveness using exclusivity and brand juxtaposition

Journal of Marketing Management, 2017
Clinton S Weeks, Peter J O'Connor, Brett A S Martin   +2 more
exaly   +2 more sources