What is being done to deter ambush marketing, and are these attempts working?

Heather Skinner, Trevor Hartland

    Allbwn ymchwil: Cyfraniad at gyfnodolynErthygladolygiad gan gymheiriaid

    Crynodeb

    This paper examines industry responses in Australasia and Europe to the growing practice of ambush marketing, to establish whether the measures that have been put in place to deter the practice have indeed prevented the “ambush” effect whereby audiences associate other, non-sponsoring, organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, these also come with potentially negative consequences for event sponsors.
    Iaith wreiddiolSaesneg
    Tudalennau (o-i)231 - 241
    Nifer y tudalennau10
    CyfnodolynInternational Journal of Sports Marketing and Sponsorship
    Cyfrol6
    Rhif cyhoeddi4
    Dynodwyr Gwrthrych Digidol (DOIs)
    StatwsCyhoeddwyd - 1 Medi 2005

    Ôl bys

    Gweld gwybodaeth am bynciau ymchwil 'What is being done to deter ambush marketing, and are these attempts working?'. Gyda’i gilydd, maen nhw’n ffurfio ôl bys unigryw.

    Dyfynnu hyn