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