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
Athletes as ambush marketers? An examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games
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DOI: 10.1080/16184742.2020.1725091
Abstract: ABSTRACT Research question: Ambush marketing occurs at all major sporting events, and Rule 40 of the Olympic Charter is designed to prevent ambush marketing tactics during the Olympic Games, restricting what content athletes can post… read more here.
Keywords: social media; olympic games; olympic; ambush marketing ... See more keywords
Discursive Power in Commercial-Rights Management: Examining the Origins of Ethical Framing of Ambush Marketing
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DOI: 10.1123/ijsc.2017-0100
Abstract: 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… read more here.
Keywords: discursive power; ambush marketing; marketing; ethical framing ... See more keywords
Ambush Marketing Is Dead, Long Live Ambush Marketing
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DOI: 10.2501/jar-2017-014
Abstract: ABSTRACT Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering… read more here.
Keywords: marketing dead; ambush marketing; long live; marketing ... See more keywords