e-space
Manchester Metropolitan University's Research Repository

    What is being done to deter ambush marketing? Are these attempts working?

    Hartland, Trevor and Skinner, Heather ORCID logoORCID: https://orcid.org/0000-0002-6505-8073 (2005) What is being done to deter ambush marketing? Are these attempts working? International Journal of Sports Marketing and Sponsorship, 6 (4). pp. 26-36. ISSN 1464-6668

    [img]
    Preview
    Accepted Version
    Download (271kB) | Preview

    Abstract

    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 non-sponsoring organisations with particular sporting events. Although some of these measures may be more effective than others in blocking ambush attempts, they also come with potentially negative consequences for event sponsors.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    304Downloads
    6 month trend
    249Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Repository staff only

    Edit record Edit record