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Unmasking the ambushers: conceptual framework and empirical evidence

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References

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1999Sports sponsorship, spectator recall and false consensus259 cited

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1999Sport sponsorship as distinctive competence255 cited

Cited by

2020Increasing company-cause fit: the effects of a relational ad message and consumers’ cause involvement on attitude toward the CSR activity37 cited
2016The Hidden Factors Behind Sponsorship and Image Transfer32 cited
2016Sponsorship networks: toward an innovative model30 cited
2017Ambush Marketing Is Dead, Long Live Ambush Marketing28 cited
2014Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal27 cited
2021Are sports sponsorship announcements good news for shareholders? A meta-analysis25 cited
2012Implicit and explicit attitudes to sponsors and ambushers22 cited
2014What Drives Ambush Marketer Misidentification?22 cited
2014Weapons of mass intrusion: the leveraging of ambush marketing strategies21 cited
2020Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification21 cited
2017Consumer Attitudes toward Sponsors’ Counterambush Marketing Ads15 cited
2015Memory Effects of Different Relational Links between Brands and Sponsored Events15 cited
2019The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude13 cited
2017When ambush marketing is beneficial to sponsorship awareness: creating sponsor distinctiveness using exclusivity and brand juxtaposition13 cited
2018Why consumers misattribute sponsorships to non-sponsor brands: Differential roles of item and relational communications.12 cited
2019The gladiatorial sponsorship arena: how ambushing impacts memory12 cited