Event sponsorship and ambush marketing: Lessons from the Beijing Olympics
Author
Abstract
Suggested Citation
Download full text from publisher
As the access to this document is restricted, you may want to search for a different version of it.
References listed on IDEAS
- Perracchio, Laura A & Meyers-Levy, Joan, 1997. "Evaluating Persuasion-Enhancing Techniques from a Resource-Matching Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 178-191, September.
- Farrelly, Francis & Quester, Pascale & Greyser, Stephen A., 2005. "Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 339-348, September.
- Meyers-Levy, Joan & Peracchio, Laura A, 1995. "Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 121-138, September.
- Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Kates, Steven M., 2007. "When customers get clever: Managerial approaches to dealing with creative consumers," Business Horizons, Elsevier, vol. 50(1), pages 39-47.
- Peracchio, Laura A & Meyers-Levy, Joan, 1994. "How Ambiguous Cropped Objects in Ad Photos Can Affect Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 190-204, June.
Citations
Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
Cited by:
- T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
- Jensen, Jonathan A. & Cobbs, Joe B. & Turner, Brian A., 2016. "Evaluating sponsorship through the lens of the resource-based view: The potential for sustained competitive advantage," Business Horizons, Elsevier, vol. 59(2), pages 163-173.
- Lin, Hsin-Chen & Bruning, Patrick F., 2024. "Guidelines for sponsorship signaling within socially complex markets," Business Horizons, Elsevier, vol. 67(1), pages 19-30.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- Homer, Pamela Miles, 2021. "When sadness and hope work to motivate charitable giving," Journal of Business Research, Elsevier, vol. 133(C), pages 420-431.
- Oleg Curbatov, 2013. "The 'Knowledge Marketing': A New Trend In A Management Science World," Post-Print hal-01509370, HAL.
- Kim, Joonkyung & Zhao, Min & Soman, Dilip, 2023. "Converging vs diverging: The effect of visual representation of goal structure on financial decisions," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 362-377.
- Hanna, Richard & Rohm, Andrew & Crittenden, Victoria L., 2011. "We're all connected: The power of the social media ecosystem," Business Horizons, Elsevier, vol. 54(3), pages 265-273, May.
- Michel Wedel & Rik Pieters, 2015. "The Buffer Effect: The Role of Color When Advertising Exposures Are Brief and Blurred," Marketing Science, INFORMS, vol. 34(1), pages 134-143, January.
- Prpić, John & Shukla, Prashant P. & Kietzmann, Jan H. & McCarthy, Ian P., 2015. "How to work a crowd: Developing crowd capital through crowdsourcing," Business Horizons, Elsevier, vol. 58(1), pages 77-85.
- Wolfsteiner, Elisabeth & Grohs, Reinhard & Reisinger, Heribert, 2021. "The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude," Journal of Business Research, Elsevier, vol. 124(C), pages 770-779.
- Garaus, Marion & Wagner, Udo & Manzinger, Sandra, 2017. "Happy grocery shopper: The creation of positive emotions through affective digital signage content," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 295-305.
- Pierre Genest & Léo Trespeuch, 2022. "Internet users’ perception about the impact of the pandemic on sports sponsorship [La perception des internautes face à l'impact de la pandémie sur le mécénat sportif]," Working Papers hal-03945701, HAL.
- Wenyan Zhou & Oliver Hinz & Alexander Benlian, 2018.
"The impact of the package opening process on product returns,"
Business Research, Springer;German Academic Association for Business Research, vol. 11(2), pages 279-308, September.
- Zhou, Wenyan & Hinz, Oliver & Benlian, Alexander, 2018. "The impact of the package-opening process on product returns," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 108637, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
- Zhou, W & Hinz, Oliver & Benlian, Alexander, 2018. "The impact of the package-opening process on product returns," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 89880, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
- Folajimi Ashiru & Franklin Nakpodia & Jacqueline J You, 2023. "Adapting emerging digital communication technologies for resilience: evidence from Nigerian SMEs," Annals of Operations Research, Springer, vol. 327(2), pages 795-823, August.
- Ellis, Dana & Scassa, Teresa & Séguin, Benoit, 2011. "Framing ambush marketing as a legal issue: An Olympic perspective," Sport Management Review, Elsevier, vol. 14(3), pages 297-308, August.
- Wilson, Jeremy M. & Grammich, Clifford A., 2020. "Brand protection across the enterprise: Toward a total-business solution," Business Horizons, Elsevier, vol. 63(3), pages 363-376.
- Maria Antonietta Raimondo & Gaetano Nino Miceli & Stefania Farace, 2013. "Self o mass branding? La relazione tra personalizzazione e marca," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(4), pages 149-171.
- Kim, Jooyoung & Ahn, Sun Joo (Grace) & Kwon, Eun Sook & Reid, Leonard N., 2017. "TV advertising engagement as a state of immersion and presence," Journal of Business Research, Elsevier, vol. 76(C), pages 67-76.
- Fengchun Tang, 2020. "The more interactivity the better? Investigating interactivity, task complexity, and product knowledge in online purchase decisions," Information Technology and Management, Springer, vol. 21(3), pages 179-189, September.
- Wided Batat & Audrey Bonnemaizon, 2010. "Crossed Glances on the Perception of Consumer Competencies within the Energy Sector: The Case of a French Energy Supplier," Post-Print halshs-00527920, HAL.
- Ketelaar, Paul E. & Bernritter, Stefan F. & van Woudenberg, Thabo J. & Rozendaal, Esther & Konig, Ruben P. & Hühn, Arief Ernst & Van Gisbergen, Marnix S. & Janssen, Loes, 2018. "“Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice," Journal of Business Research, Elsevier, vol. 91(C), pages 277-285.
- Bosio, Birgit & Haselwanter, Stefanie & Ceipek, Michael, 2018. "The Utilization of Social Media Marketing in Destination Management Organizations," 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disruptive Change (Dubrovnik, 2018), in: 6th International OFEL Conference on Governance, Management and Entrepreneurship. New Business Models and Institutional Entrepreneurs: Leading Disrupt, pages 249-268, Governance Research and Development Centre (CIRU), Zagreb.
- Bertele, Kerrie & Feiereisen, Stephanie & Storey, Chris & van Laer, Tom, 2020. "It’s not what you say, it’s the way you say it! Effective message styles for promoting innovative new services," Journal of Business Research, Elsevier, vol. 107(C), pages 38-49.
More about this item
Keywords
Ambush marketing Sponsorship Sports marketing;Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:bushor:v:53:y:2010:i:3:p:281-290. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/bushor .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.