Article2005

Internationalising ambush marketing: a comparative study

Benoît Séguin · Mark R. Lyberger · Norm O’Reilly · Larry McCarthy

59 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Sport and Mega-Event Impacts

Abstract

A large-sample survey of general public consumers in Canada, France and the United States during the 2000 Olympic Games supports previous research on ambush marketing, provides evidence that purchase decisions are affected by ambush marketing reducing the value of sponsorship partnerships, and purports that the International Olympic Committee and its partners need to develop specific strategies to combat ambush marketing country by country

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References

1991The Role of Sponsorship in the Marketing Communications Mix 1996Sponsorship: From Management Ego Trip to Marketing Success 1994Point of View: Ambush Marketing: Immoral or Imaginative Practice?1998Ambush marketing: Is confusion to blame for the flickering of the flame?1998Ambush marketing: Corporate strategy and consumer reaction 1998The implications of recency and gender effects in consumer response to ambush marketing 1994Understanding Sport Sponsorship through Exchange Theory 2004An Examination of the Effects of Time on Sponsorship Awareness Levels

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2012The effects of sports sponsorship: A review and research agenda 2007Leveraging the Olympic brand through the reconciliation of corporate and consumers' brand perceptions 2009Effects of ambush marketing: UK consumer brand recall and attitudes to official sponsors and non-sponsors associated with the FIFA World Cup 2006 2012Contemporary Marketing Communications Framework for Football Clubs 2020CSR in sport sponsorship consumers' perceptions of a sponsoring brand's CSR

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