Sports sponsorship and the risks of ambush marketing: the moderating role of corporate reputation in the effects of disclosure of ambush marketers on attitudes and beliefs towards corporations
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DOI: 10.1080/02650487.2019.1710971
Abstract: Abstract This study examines the possibility that ambush marketers may run the risk of image corruption if consumers correctly discern the true sponsors from the ambush marketers. Further investigated in this study is whether the… read more here.
Keywords: company; ambush marketers; corporate reputation; sponsorship ... See more keywords