Internationalising ambush marketing: a comparative study
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 July 2005
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
Citation
Séguin, B., Lyberger, M., O'Reilly, N. and McCarthy, L. (2005), "Internationalising ambush marketing: a comparative study", International Journal of Sports Marketing and Sponsorship, Vol. 6 No. 4, pp. 11-25. https://doi.org/10.1108/IJSMS-06-04-2005-B004
Publisher
:Emerald Group Publishing Limited
Copyright © 2005 by Winthrop Publications Limited