Results 121 to 130 of about 811,818 (177)
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Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games
, 2020This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games.
Gashaw Abeza +5 more
semanticscholar +1 more source
Ambush Marketing: Creativity vs. Controversy
American Journal of ManagementAmbush marketing, a tactic non-sponsors use to associate with major sporting events, raises ethical, legal, and strategic questions. This paper explores the phenomenon from historical, theoretical, and practical perspectives, highlighting its dual nature
Gerd Nufer
semanticscholar +1 more source
Ends justify the means! Attitude toward ambush marketing
, 2020PurposeThis study explores why consumers view ambush marketing as an ethical marketing approach.Design/methodology/approachA qualitative study was devised to investigate what ambush marketing means to those consumers who find it ethical or are not ...
M. B. Aytaç
semanticscholar +1 more source
Global Fashion Management Conference, 2017
The number of companies investing substantial marketing resources in sport sponsorship has been growing rapidly. This trend has resulted in more competition among the candidate companies to acquire official sponsorship rights. Not surprisingly, the recent increase in the popularity of sport sponsorship has been accompanied by increased attempts in ...
Kihan Kim, Lira Yun, Yunjae Cheong
openaire +1 more source
The number of companies investing substantial marketing resources in sport sponsorship has been growing rapidly. This trend has resulted in more competition among the candidate companies to acquire official sponsorship rights. Not surprisingly, the recent increase in the popularity of sport sponsorship has been accompanied by increased attempts in ...
Kihan Kim, Lira Yun, Yunjae Cheong
openaire +1 more source
Exploring newsjacking as social media–based ambush marketing
, 2020PurposeThis study explores the use of event-related promotional hashtags by non-sponsors as a form of social ambushing, akin to newsjacking, as potential means of ambushing major events and the potential challenges facing commercial rights holders.Design/
N. Burton, Cole McClean
semanticscholar +1 more source
Australasian Marketing Journal, 2019
The present study applies Pope and Wæraas’ (2016) CSR-washing conceptual framework in a social media context using the recent case involving Streets ‘Pleasure is Diverse’ campaign and the Australian marriage amendment.
Felicity Small +2 more
semanticscholar +1 more source
The present study applies Pope and Wæraas’ (2016) CSR-washing conceptual framework in a social media context using the recent case involving Streets ‘Pleasure is Diverse’ campaign and the Australian marriage amendment.
Felicity Small +2 more
semanticscholar +1 more source
Measuring ambush-marketing and sponsorship effects: a football consumer response approach
Journal of Strategic Marketing, 2019This research used structural equation modelling to examine the impacts of sponsorship and ambush marketing on the consumer reactions of 368 fans with respect to an event, a team and a player involved in the FIFA World Cup.
Nicolas Chanavat, G. Martinent
semanticscholar +1 more source
What Drives Ambush Marketer Misidentification?
Journal of Sport Management, 2015This article investigates the effectiveness of ambush marketing in terms of ambush marketer misidentification in the context of sports events. Grounded in associative network models and memory reconstruction heuristics, an empirical study examines how different ambush marketing strategies as well as event, ambush marketer, official sponsor, and ...
Wolfsteiner, Elisabeth +2 more
openaire +2 more sources
, 2020
The Olympics is presently the largest and most popular sporting and cultural activity in the world and considered a model to many other championship activities based on its structured organisation, regulation and governance.
Victoria Onyeagbako
semanticscholar +1 more source
The Olympics is presently the largest and most popular sporting and cultural activity in the world and considered a model to many other championship activities based on its structured organisation, regulation and governance.
Victoria Onyeagbako
semanticscholar +1 more source
International Journal of Sport Communication, 2018
This research examined the efforts of the International Olympic Committee (IOC) to frame ambush marketing as an ethically or morally dubious practice and thus influence consumer opinion. After an extensive documentary content analysis of internal Olympic-
N. Burton, C. Bradish
semanticscholar +1 more source
This research examined the efforts of the International Olympic Committee (IOC) to frame ambush marketing as an ethically or morally dubious practice and thus influence consumer opinion. After an extensive documentary content analysis of internal Olympic-
N. Burton, C. Bradish
semanticscholar +1 more source