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Internationalising ambush marketing: a comparative study

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References

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1994Point of View: Ambush Marketing: Immoral or Imaginative Practice?150 cited
1998Ambush marketing: Is confusion to blame for the flickering of the flame?121 cited
1998Ambush marketing: Corporate strategy and consumer reaction118 cited
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1994Understanding Sport Sponsorship through Exchange Theory94 cited
2004An Examination of the Effects of Time on Sponsorship Awareness Levels89 cited
1996Strategic Implications of Attitude-Toward-the-Ad in Leveraging Event Sponsorships70 cited
1998The legal and practical prevention of ambush marketing in sports68 cited
1998Ambush marketing: The ethical issues66 cited
2004Sponsorship ambushing in sport64 cited
2002Ambush marketing: More than just a commercial irritant?42 cited

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2012The effects of sports sponsorship: A review and research agenda59 cited
2007Leveraging the Olympic brand through the reconciliation of corporate and consumers' brand perceptions

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47 cited

2009Effects of ambush marketing: UK consumer brand recall and attitudes to official sponsors and non-sponsors associated with the FIFA World Cup 200641 cited

2012Contemporary Marketing Communications Framework for Football Clubs37 cited

2020CSR in sport sponsorship consumers' perceptions of a sponsoring brand's CSR36 cited

2014Consumer attitudes towards ambush marketing35 cited

2008Ambush Marketing in China: Counterbalancing Olympic Sponsorship Efforts33 cited

2014Servicing in Sponsorship: A Best-Worst Scaling Empirical Analysis31 cited

2011The Process of Organizational Identity: What Are the Roles of Social Responsiveness, Organizational Image, and Identification?31 cited

2012Leveraging sponsorship to achieve consumer relationship objectives through the creation of ‘marketing spaces’: An exploratory study27 cited

2019Exploring user sentiment towards sponsorship and ambush marketing27 cited

2009Sponsorship Leveraging Case Studies–Sydney 2000 Olympic Games24 cited

2012Sport Participant Attitudes toward Ambush Marketing: An Exploratory Study of ING New York City Marathon Runners23 cited

2012Implicit and explicit attitudes to sponsors and ambushers22 cited

2016Ambush marketing in sports: an attack on sponsorship or innovative marketing?22 cited

2013The Role of Brand Knowledge in Determining Sponsorship Effectiveness20 cited