... by the Analytic Hierarchy Process (AHP) to determine the importance of each driver. Networks Partnerships Brands Ambush marketing Sponsorship Co-branding is the “strategy of presenting two or more independent brands jointly on the same product or service” (Erevellesa et al., 2008 , p...

...Olan K.M. Scott; Nicholas Burton; Bo Li Purpose This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and Australian...

...Elias Ertz; Regina Viola Frey Cordes; Marion Buettgen Purpose Little is known about the comparative effectiveness of official sports event sponsorship, sports team sponsorship and ambush marketing (AM). The purpose of this paper is therefore to examine and compare the effectiveness of those three...

...Nick Burton Purpose The purpose of this paper is to explore consumer attitudes towards ambush marketing and official event sponsorship through the lens of sentiment analysis, and to examine social media users' ethical responses to digital event marketing campaigns during the 2018 FIFA World Cup...

...Nick Burton; Simon Chadwick Purpose The purpose of this paper is to explore attitudes towards ambush marketing at the 2016 Union of European Football Associations European Championships, seeking to examine fan affect towards ambush marketing. Design/methodology/approach A 24-item survey...

...Steve McKelvey; Neil Longley The bid process for hosting mega global sporting events mandates the enactment of event-specific ambush marketing legislation that provides extraordinary trademark law protections for private sports organisations and their official sponsors. Such event-specific ambush...

...Nicolas Chanavat; Michel Desbordes This study investigates the regulation and restriction of ambush marketing during the London 2012 Olympic Games, with analysis of actions taken via social networks and digital marketing related to the mega sports event. Results show that, where this issue...

... for official FWC sponsors. The comparative findings suggest that it is nearly impossible to generalise about whether sponsoring the FWC is effective or not as a communication tool. For some companies it definitely is effective; for others the effects are limited. Ambush marketing, however, seems...

...Adam Portlock; Susan Rose This paper examines ambush marketing activities and their effects upon UK football-oriented consumers. It questions previous definitions of ambush marketing and proposes one more relevant for today. The research focuses upon the identification of 'event-connected brand...

...Janet Hoek; Philip Gendall Sponsors claim that ambush marketing damages the integrity and financial basis of an event, however, definitions of “ambushing” remain ambiguous, particularly where more than oneparty lays claim to specific images. When the New Zealand Rugby Football Union (NZRFU) changed...

... only Sponsorship Communications Mix Brand Equity Ambush Marketing Keywords: Sponsorship, Communications Mix, Brand Equity and Ambush Marketing John A. Tripodi, Department of Marketing, Faculty of Business and Economics, Monash University, Caulfield Campus, Melbourne, Australia Tel: (03...

... 19 01 2000 © 2000 by Winthrop Publications Limited 2000 licensed reuse rights only --> Sports Sponsorship Ambush Marketing Internet IJSMS 2/1 19/9/02 12:36 pm Page 11 An Interview with Timo Lumme, Quokka Sp Keywords: Sports Sponsorship, Ambush...

...David Shani 11 10 1999 © 1999 by Winthrop Publications Limited 1999 licensed reuse rights only --> Sports Sponsorship Ambush Marketing Internet An Interview with Jeff Price, MasterCard International Keywords: Sports Sponsorship, Ambush Marketing...

...Bill Gerrard Sport sponsorship Financial services Ambush marketing Virtual advertising An Interview with Paul Blanchard Keywords: Sport sponsorship, Financial services, Ambush marketing, Virtual advertising An Interview with Paul Blanchard, Director of Marketing, Scottish Premier League...

...Alycen C. McAuley; William A. Sutton 15 10 1998 © 1999 by Winthrop Publications Limited 1999 licensed reuse rights only Ambush Marketing Activation Programs Sponsorship Leveraging Ambush Marketing: In Searchof a New Defender Keywords: Ambush Marketing, Activation...