Results 11 to 20 of about 811,818 (177)
, 2021 This study explores the historical development of the regulatory landscape related to Olympic and Paralympic athlete marketing activities, together with current restrictions imposed on athlete marketing, and discusses potential legal challenges to these ...
Steve McKelvey +2 more
semanticscholar +1 more source
Ambush marketing in sport – characteristics of combating the phenomenon
Journal of Education, Health and Sport, 2018 In the article, the author has characterized the phenomenon of ambush marketing by describing its immense diversity. Reasons and the practical status of this phenomenon have also been indicated. Subsequently, attention has been drawn to provisions of the
Jakub Rzeszowski
doaj +3 more sources
Ambush Marketing in Egypt’s Sports Sponsorship: Preliminary Investigations [PDF]
Assiut Journal of Sport Science and Arts, 2014 The term “ambush marketing” was first used by the media after the 1984 Los Angeles Olympics when Kodak sponsored ABC’s coverage and successfully “ambushed” Fuji, the official sponsor of these Games(16).
Ahmed Fathi Hussien Alafandi
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ROZPOZNAWALNOŚĆ MAREK OFICJALNYCH SPONSORÓW I AMBUSH MARKETERÓW PODCZAS XXII ZIMOWYCH IGRZYSK OLIMPIJSKICH W SOCZI [PDF]
Modern Management Review, 2015 Rozpoznawalność marki sponsora jest nie tylko miarą efektywności sponsoringu sportowego, ale także ważnym celem działań zintegrowanej komunikacji marketingowej.
Monika PIĄTKOWSKA
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, 2021 The purpose of this study was to analyze the gap between the current and optimal status of ambush marketing risk management in major sporting events. The research method was descriptive-causal comparative.
Zohreh Kamalian +3 more
semanticscholar +1 more source
, 2021 This is the first part of a three-part article which critically evaluates the ever-increasing trend of commercial monopolization of major sporting events by sports governing bodies and their commercial partners such as sponsors.
Andre Louw, D. Areias
semanticscholar +1 more source
Guerrilla Advertising Strategies A Theoretical Approach
Journal of Architecture, Art & Humanistic Science, 2021 In present economic scenario, people are exposed to a greater number of commercial messages which cannot be perceived unless they at first instance have grabbed the attention.
Huda Othman
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Entertainment and Sports Law Journal, 2016 This article examines the strategies utilised by UEFA to protect its ‘European Football Championships 2008’ brand from intellectual property theft.
Dr Geoff Pearson
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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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SPORT CONSUMPTION AMONG WOMEN VS. BRAND RECOGNITION OF OFFICIAL SPONSORS DURING UEFA EURO 2012 [PDF]
Modern Management Review, 2016 Numerous studies prove that consumer confusion about official sponsors and ambushers recognition depend on spectator involvement in a sport event, but there is a deficit of literature available on the subject of women as fans. Therefore, the authors made
Monika PIĄTKOWSKA, Sylwia GOCŁOWSKA
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