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Ambush marketing negli eventi sportivi

Santoro, L, Tancredi, A, Pellacani, S
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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
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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
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What Drives Ambush Marketer Misidentification?

Journal of Sport Management, 2015
This 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, Grohs, Reinhard, Wagner, Udo   +2 more
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Ambush Marketing Disclosure Impact on Attitudes toward the Ambusher's Brand

Recherche et Applications en Marketing (English Edition), 2010
This study examines the effect of ambush marketing disclosure on attitudes toward the ambusher's brand. The results of an experiment conducted to this end show that ambush disclosure negatively influences perceived integrity, affective response and purchase intention.
Marc Mazodier, Pascale Quester
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