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What Drives Ambush Marketer Misidentification?

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References

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1999Relatedness, Prominence, and Constructive Sponsor Identification149 cited

Cited by

2020Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification21 cited
2017When ambush marketing is beneficial to sponsorship awareness: creating sponsor distinctiveness using exclusivity and brand juxtaposition13 cited