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Ambush Marketing: A Threat for Sponsors
SSRN Electronic Journal, 2015Ambush marketing is a means of getting the maximum bang for the buck while stealing some of a rival’s thunder. As the costs of becoming official sponsors of a major sports event have mushroomed in recent years, sponsors increasingly have to deal with what has become known as ambush marketing.
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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. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many ...
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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. It has become a particular concern in the marketing of major sports events, with international sponsorship and branding properties worth many ...
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The Evolution of Ambush Marketing Laws
2011Abstract This chapter traces the evolution of ambush marketing laws, starting with how countries protect event symbols like the Olympic emblem through trademark and design laws. As ambush marketing grows more sophisticated, countries such as South Africa and Australia introduce specific legislation, setting precedents for global adoption,
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Ambush Marketing and Brand Protection
2011Abstract This book examines ambush marketing by defining it as any attempt to create an unauthorised or false association with an event, thereby infringing the contractual rights of official sponsors. It analyses traditional intellectual property rights—trade marks, copyright, and designs—as they apply to sporting events in the United ...
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Ends justify the means! Attitude toward ambush marketing
Marketing Intelligence and Planning, 2021Muhammed Bilgehan Aytaç
exaly
Measuring ambush-marketing and sponsorship effects: a football consumer response approach
Journal of Strategic Marketing, 2021Nicolas Chanavat, Guillaume Martinent
exaly
Journal of Sports Management and Commercialization, 2014
Gerd Nufer, André Buehler
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Gerd Nufer, André Buehler
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