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Year of publication
Subject
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Guerilla marketing 122 Guerilla-Marketing 120 Sport event 52 Sportveranstaltung 51 Sponsoring 46 Sponsorship 46 Guerilla Marketing 43 Sportmarketing 43 Sports marketing 43 Marketing management 30 Marketingmanagement 30 Großveranstaltung 25 Big event 23 Consumer behaviour 18 Konsumentenverhalten 18 Advertising effects 17 Football 17 Fußball 17 Werbewirkung 17 Ambush Marketing 16 Ambush marketing 16 Brand management 16 Deutschland 16 Markenführung 16 Marketing 16 Germany 15 Sport 15 Sports 15 Internet marketing 10 Online-Marketing 10 Event-Marketing 9 Social Web 8 Social web 8 Viral marketing 8 Virales Marketing 8 Werbung 8 Event marketing 7 Professional sports 7 Profisport 7 Advertising 6
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Online availability
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Free 31 Undetermined 30
Type of publication
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Book / Working Paper 83 Article 79
Type of publication (narrower categories)
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Article in journal 53 Aufsatz in Zeitschrift 53 Aufsatz im Buch 22 Book section 22 Graue Literatur 14 Hochschulschrift 14 Non-commercial literature 14 Thesis 7 Guidebook 5 Ratgeber 5 Arbeitspapier 3 Case study 3 Fallstudie 3 Working Paper 3 Collection of articles of several authors 2 Dissertation u.a. Prüfungsschriften 2 Sammelwerk 2 Accompanied by computer file 1 Article 1 Aufsatzsammlung 1 Bibliographie 1 Conference Paper 1 Elektronischer Datenträger als Beilage 1 Systematic review 1 Übersichtsarbeit 1
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Language
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English 82 German 76 Undetermined 3 Italian 1
Author
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Nufer, Gerd 21 Levinson, Jay Conrad 14 Klug, Katharina 9 Séguin, Benoit 6 Hoffmann, Stefan 5 Mazodier, Marc 5 Burton, Nicholas 4 Lautenslager, Al 4 Levinson, Jeannie 4 McKelvey, Steve 4 O'Reilly, Norm 4 Pechtl, Hans 4 Schwarz, Uta 4 Krieger, Kai Harald 3 Levinson, Amy 3 Sachse, Manuela 3 Scassa, Teresa 3 Bühler, André 2 Bühler, André W. 2 Carrillat, François A. 2 Chadwick, Simon 2 Chanavat, Nicolas 2 Chandon, Jean-Louis 2 Czech, Christian 2 Dickson, Geoff 2 Ellis, Dana 2 Eschenbach, Florian 2 Grohs, Reinhard 2 Gröppel-Klein, Andrea 2 Hartland, Trevor 2 Herbert, Stefan 2 Hoskinson, Sherry 2 Huber, Frank 2 Hutter, Katharina 2 Koenigstorfer, Joerg 2 Kuchar, Annika 2 Meyer, Frederik 2 Nachtigall, Corinna 2 Nadeau, John 2 Reinhard, Bettina J. 2
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Institution
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Fachhochschule Reutlingen / European School of Business 4 Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW) 1 Erich Schmidt Verlag 1 Helmut-Schmidt-Universität/Universität der Bundeswehr Hamburg 1 Midas Verlag 1 Redline Verlag 1 Springer Fachmedien Wiesbaden 1 Verlag Dr. Kovač 1 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 1
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Published in...
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Reutlinger Diskussionsbeiträge zu Marketing und Management 8 SpringerLink / Bücher 6 International journal of sports marketing & sponsorship 4 Marken und Sport : aktuelle Aspekte der Markenführung im Sport und mit Sport 4 Sport marketing quarterly : preferred journal of the Sport Marketing Association 4 European Sport management quarterly : ESMQ 3 International journal of advertising : the quarterly review of marketing communications 3 International journal of sport management and marketing : IJSMM 3 Journal of advertising research 3 Journal of marketing communications 3 Journal of sport management : the official journal of the North American Society of Sport Management 3 Markenkommunikation und Beziehungsmarketing 3 Sport management review 3 Erlebniskommunikation : Erfolgsfaktoren für die Marketingpraxis 2 European journal of marketing : EJM 2 Jahrbuch Marketing ... : Trendthemen und Tendenzen 2 Journal of strategic marketing 2 Marken- und Produktmanagement 2 Menschen, Märkte, Medien, Management : Schriftenreihe 2 Sportmanagement : SPM 2 SpringerBriefs in Business 2 Wirtschaftswissenschaftliche Diskussionspapiere 2 Wirtschaftswissenschaftliches Studium : WiSt ; Zeitschrift für Studium und Forschung 2 ... für Dummies 1 Advances in the study of entrepreneurship, innovation, and economic growth 1 Advances in the study of entrepreneurship, innovation, and economic growth : a research annual 1 Ambush Marketing 1 Australasian marketing journal 1 BIT online : Bibliothek, Information und Technologie 1 Bank-Praktiker : rechtssicher, revisionsfest, risikogerecht 1 Business horizons 1 Competitive intelligence, analysis and strategy : creating organisational agility 1 Das Wirtschaftsstudium : wisu ; Zeitschrift für Ausbildung, Prüfung, Berufseinstieg und Fortbildung 1 Dresdner Beiträge zur Betriebswirtschaftslehre 1 EconStor Conference Papers 1 Entrepreneurial Marketing 1 Erfolg mit nachhaltigen Eventkonzepten : Tagungsband zur 2. Konferenz für Eventforschung an der TU Chemnitz 1 European research studies 1 Expert journal of marketing 1 Gabler Research 1
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Source
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ECONIS (ZBW) 141 USB Cologne (EcoSocSci) 15 RePEc 4 EconStor 2
Showing 1 - 50 of 162
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Why advertisers should embrace event typicality and maximize leveraging of major events
Carrillat, François A.; Mazodier, Marc; Eckert, Christine - In: Journal of the Academy of Marketing Science 52 (2024) 6, pp. 1585-1607
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The Morality of Ambush Marketing and Its Impact on Sports Organizations' Reputations
Hamedani, Saghar; Ghiasi, Nazi - 2022
Stealth marketing is a tactic that has been developed by businesses as a response to the difficult marketing environment that marketers face today . Recently, "Ambush Marketing" has become a popular topic of discussion among marketers. In 1994, at the Olympic Games in Los Angeles, an ambush...
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Sports and IP : Commentary on the Legal and Enforcement Framework Against Ambush Marketing for the Tokyo 2021 Olympic Games
Onyeagbako, Victoria - 2021
The Olympics is presently the largest and most popular sporting and cultural activity in the world and considered a model to many other championship activities based on its structured organisation, regulation and governance. It is evidently a tool for the development of sports laws at national...
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Co-branding drivers between professional sport organizations and on-field sports apparel sponsors
Abdolmaleki, Hossein; Mohammadi, Sardar; Babaei, Mehdi; … - In: International journal of sports marketing & sponsorship 24 (2023) 5, pp. 985-1001
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Effect of ambush marketing on attitude and purchase intention in the social media context : misidentification and identification
Lin, Yi-Hsiu; Chen, Chen-Yueh; Chou, Ya-Lun; Yeh, Chia-Jun - In: European Sport management quarterly : ESMQ 23 (2023) 1, pp. 207-226
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Conquering the Spiralling Sponsorships Through Ambush Marketing
Kumar, Ashutosh - 2020
Sponsorships worldwide have been on the rise. The rising fees make sponsorships an expensive proposition for companies. Companies that cannot afford to buy sponsorship may be inclined towards an ‘ambush' tactic for both; defensive as well as offensive reasons. The paper analyses in detail the...
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Erfolgsfaktoren und Misserfolgsfaktoren im Low Budget Guerilla Marketing
Nufer, Gerd; Kurzke, Sophie Marie - 2019
Eine hohe Werbewirkung erreichen, die sich durch Kreativität von Wettbewerbern absetzt und das mit geringen finanziellen Mitteln – das ist eine Wunschvorstellung für viele Start-Ups. Doch offen bleibt die Frage nach dem Wie. Eine Möglichkeit, dieses Ziel zu erreichen, bildet das Low Budget...
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Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram
Scott, Olan K. M.; Burton, Nicholas; Li, Bo - In: International journal of sports marketing & sponsorship 23 (2022) 3, pp. 612-627
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Sponsorship: practices and benefits in emerging markets
Goldman, Michael M.; Netto, Gabriela Klein; Lin, Shiling; … - In: Marketing Communications and Brand Development in …, (pp. 83-102). 2022
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Athletes as ambush marketers? : an examination of Rule 40 and athletes' social media use during the 2016 Rio Olympic Games
Geurin, Andrea N.; McNary, Erin L. - In: European Sport management quarterly : ESMQ 21 (2021) 1, pp. 116-133
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The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude
Wolfsteiner, Elisabeth; Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 124 (2021), pp. 770-779
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The effect of guerrilla marketing on company share prices : an event study analysis
Davis, Svetlana; Davis, Frederick - In: Journal of advertising research 61 (2021) 3, pp. 346-361
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Measuring ambush-marketing and sponsorship effects : a football consumer response approach
Chanavat, Nicolas; Martinent, Guillaume - In: Journal of strategic marketing 29 (2021) 2, pp. 158-180
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The role of criminal law politics against ambush marketing behavior in the implementation of ASEAN community
Yuhelson, Yuhelson - In: European research studies 20 (2017) 3A, pp. 673-690
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Pop-up Retailing : Managerial and Strategic Perspectives
Warnaby, Gary; Shi, Charlotte - 2018
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Pop-up Retailing : Managerial and Strategic Perspectives
Warnaby, Gary; Shi, Charlotte - 2018
This SpringerBrief offers an academic perspective on the trend of ‘pop-up’ retailing. It analyzes this temporary retail-oriented setting designed to foster a direct customer-brand interaction for a limited period, often with an explicitly promotional or communicative purpose. Adopting a...
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Ambush Marketing : A Threat for Sponsors
Jain, Sankalp - 2016
Ambush marketing is a means of getting the maximum bang for the buck while stealing some of a rival's thunder. As the costs of becoming official sponsors of a major sports event have mushroomed in recent years, sponsors increasingly have to deal with what has become known as ambush marketing....
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Guerilla Innovationsmanagement : Was Innovationsmanager von Guerilla Marketing lernen können
Bath, Johanna; Drost, Yorck-Richard; Klein, Hansjörg - 2023
Die meisten Innovationsprojekte in Unternehmen scheitern nicht am Mangel an Ideen, Kreativität oder am Umsetzungswillen, sondern an vielen kleinen Hürden, die die Projekte massiv entschleunigen. So verlieren Initiativen an der Dynamik, die dafür sorgt, dass sich zügig Erfolge einstellen. Ein...
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Market reactions to sport sponsorship announcements : comparison between sponsors and their rivals
Hino, Yuta; Takeda, Fumiko - In: Sport management review 23 (2020) 3, pp. 401-413
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Sports sponsorship and the risks of ambush marketing : the moderating role of corporate reputation in the effects of disclosure of ambush marketers on attitudes and beliefs towards corporations
Yun, Lira; Kim, Kihan; Cheong, Yunjae - In: International journal of advertising : the review of … 39 (2020) 7, pp. 921-942
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Ambush Marketing Legislation to Protect Olympic Sponsors : A Step Too Far in the Name of Brand Protection?
Scassa, Teresa; Séguin, Benoit - 2015
Ambush marketing and its possible threat to brand equity has been identified as a key concern for mega sport event organisations and their sponsors. In recent years, international sport federations have sought to leverage the enormous interest in hosting their events in order to make anti-ambush...
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Guerilla Marketing: Unorthodoxes Marketing von David im Kampf gegen Goliath
Nufer, Gerd - In: PraxisWISSEN Marketing 4 (2019) 01/2019, pp. 69-85
Beim Guerilla Marketing handelt es sich um die Auswahl untypischer und undogmatischer Marketingaktivitäten, die mit einem oftmals vergleichsweise geringen Mitteleinsatz eine möglichst große Wirkung erzielen sollen. Im Kern zielt Guerilla Marketing darauf ab, anders zu sein und aufzufallen....
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Guerilla Marketing : unorthodoxes Marketing von David im Kampf gegen Goliath
Nufer, Gerd - In: Entrepreneurial Marketing, (pp. 69-85). 2019
Beim Guerilla Marketing handelt es sich um die Auswahl untypischer und undogmatischer Marketingaktivitäten, die mit einem oftmals vergleichsweise geringen Mitteleinsatz eine möglichst große Wirkung erzielen sollen. Im Kern zielt Guerilla Marketing darauf ab, anders zu sein und aufzufallen....
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Applying a causal ambush marketing framework to social media : the "Pleasure is Diverse" campaign and the Australian marriage amendment
Small, Felicity; Mehmet, Michael; Miles, Morgan P. - In: Australasian marketing journal 27 (2019) 3, pp. 149-157
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Ambush marketing and the Olympic and Paralympic Marks Act : a national sponsor perspective
Ellis, Dana; Patry, Philippe; Séguin, Benoit; … - In: International journal of sport management and marketing … 19 (2019) 3/4, pp. 184-207
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Ambush Marketing und Markenschutz : die Eventmarketingmarke als Abwehrmittel gegen Nicht-Sponsoren sportlicher Großereignisse
Risch-Kerst, Mandy - 2016
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Guerilla Marketing Bibel
Levinson, Jay Conrad - 2016 - 1. Auflage
Dieses Buch enthält das Beste aus 30 Jahren Guerilla Marketing - eine Kombination der neuesten Geheimnisse, Strategien und Taktiken, mit Werkzeugen aus über 35 Guerilla-Bestsellern - aufbereitet für eine neue Generation von Unternehmern des 21. Jahrhunderts. Guerilla Marketing ist eine...
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Ambush Marketing und Markenschutz : Die Eventmarketingmarke als Abwehrmittel gegen Nicht-Sponsoren sportlicher Großereignisse
Risch-Kerst, Mandy - 2016 - 1. Aufl. 2016
Mit einer vertieften fachübergreifenden wirtschafts- und rechtswissenschaftlichen Auseinandersetzung im nationalen und europäischen Kennzeichenrecht gelingt Mandy Risch-Kerst eine Darstellung der bestehenden Schutzmechanismen und Gesetzeslücken für Großveranstalter im Kampf gegen Ambush...
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Ambush Marketing : Innovative or Immoral?
Mazodier, Marc - 2013
Learning Objectives - By reading this chapter readers should be able to: - Distinguish between sponsorship, ambush marketing, incidental ambush and other communication tools. - Understand the benefits of ambush marketing. - List various ambush marketing strategies. - Develop strategies to...
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Unmasking the Ambushers : Conceptual Framework and Empirical Evidence
Mazodier, Marc; Quester, Pascale G.; Chandon, Jean-Louis - 2013
Purpose: Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors’ valuable contribution. However, what is the effect of such...
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Ambush marketing is dead, long live ambush marketing : a redefinition and typology of an increasingly prevalent phenomenon
Burton, Nicholas; Chadwick, Simon - In: Journal of advertising research 58 (2018) 3, pp. 282-296
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The evolution of media reporting of ambush marketing
Burton, Nicholas; Snyder, Kevin; McKelvey, Steve - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 1, pp. 18-30
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From bashtags to geobombing : modern-day digital guerrilla tactics
Swann, Patricia - In: Social media and crisis communication, (pp. 335-350). 2018
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Ambush Marketing im Sport : Grundlagen - Best Practice - Evaluation
Nufer, Gerd - 2018 - 2., völlig neu bearbeitete Auflage
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Guerilla Marketing des 21. Jahrhunderts : clever werben mit jedem Budget
Levinson, Jay Conrad; Levinson, Jeannie; Levinson, Amy - 2018 - 3. Auflage
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An experimental approach to assessing the effectiveness of official sponsor designations in an ambush marketing scenario
Brownlee, Eric; Greenwell, T. Christopher; Moorman, Anita - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 3, pp. 145-153
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Guerilla-Anwendungen in Bibliotheken : Was können Bibliotheken vom Guerilla-Künstler Banksy für ihr Marketing lernen? : Konzeptstudie zur Anwendung von Guerilla Marketing für die ZBW : Bachelorarbeit
Hagen, Florian - 2015
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Image Effect of Ambush Marketing: The Case of FIFA Soccer World Cup 2010
Hutter, Katharina; Schwarz, Uta - 2012
Ambush marketing is becoming a more and more relevant topic. However, most research has remained descriptive. No study has yet considered the image effects of ambush marketing using a causal model. Thus, the present paper provides a causal model of ambush marketing focusing on cognitive and...
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Image effect of ambush marketing : the case of FIFA Soccer World Cup 2010
Klug, Katharina; Schwarz, Uta - 2012
Ambush marketing is becoming a more and more relevant topic. However, most research has remained descriptive. No study has yet considered the image effects of ambush marketing using a causal model. Thus, the present paper provides a causal model of ambush marketing focusing on cognitive and...
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Wahrnehmung von Werbung mit Sportereignisbezug : eine empirische Analyse der Einschätzung von Sponsoring und Ambush-Marketing im Rahmen der Fußball-Europameisterschaft und der Olympischen Spiele im Jahr 2012 ; [Ergebnisbericht]
Naskrent, Julia; Rüttgers, Christian - 2012
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A critical evaluation of the influence of creative thinking on marketing creativity
Rücker, Marius Sebastian - In: Expert journal of marketing 5 (2017) 1, pp. 10-16
Due to the rapid technological development and a globally competitive business environment, creative marketing methods become increasingly important for a unique value proposition. As a result, the aim of this research paper is to critically evaluate the influence of creative thinking on...
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Consumer attitudes toward sponsors' counterambush marketing ads
Koenigstorfer, Joerg; Uhrich, Sebastian - In: Psychology & marketing 34 (2017) 6, pp. 631-647
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The efficiency of sponsoring vs. ambush-marketing disclosure in terms of attitude and purchasing intention : football - the African Nations Cup 2010
Dekhil, Fawzi; Khammassi, Salma - In: International journal of sport management and marketing … 17 (2017) 3, pp. 200-219
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When ambush marketing is beneficial to sponsorship awareness : creating sponsor distinctiveness using exclusivity and brand juxtaposition
Weeks, Clinton S.; O'Connor, Peter; Martin, Brett A. S. - In: Journal of marketing management : MM 33 (2017) 15/16, pp. 1256-1280
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Guerilla : Exploration, Improvisation und Kommunikation
Duschlbauer, Thomas; Freisleben-Teutscher, Christian F. - 2017 - 1. Auflage
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Audio Branding meets Ambush Marketing
Nufer, Gerd; Hirt, Rainer - 2011
Ambush Marketing ist die Vorgehensweise von Unternehmen, dem Publikum eines Sport-Events durch Marketingmaßnahmen eine autorisierte Verbindung zu diesem Event zu signalisieren, obwohl die betreffenden Unternehmen keine Vermarktungsrechte an dieser Veranstaltung besitzen. Ambushed Audio Branding...
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Ambush Marketing im Rahmen der FIFA Fußball-Weltmeisterschaft 2010
Nufer, Gerd; Geiger, Christina - 2011
Ambush Marketing kennzeichnet die Vorgehensweise eines Unternehmens, dem Publikum eines Sport-Events durch eigene Marketing-Maßnahmen eine autorisierte Verbindung zum Event zu signalisieren, obwohl das betreffende Unternehmen keine legalisierten oder lediglich unterprivilegierte...
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Professionelles Guerilla-Marketing : Grundlagen - Instrumente - Controlling
Klug, Katharina; Hoffmann, Stefan - 2013
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014007200
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Professionelles Guerilla-Marketing : Grundlagen - Instrumente - Controlling
Klug, Katharina - 2013
Unkonventionelle Marketingmaßnahmen wie Guerilla-Marketing-Aktionen werden in der Unternehmenspraxis immer häufiger eingesetzt. Mit Hilfe von Guerilla-Methoden wird zum einen die Aufmerksamkeit der Konsumenten gewonnen und zum anderen die Werbeeffizienz gesteigert. Katharina Hutter und Stefan...
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New Guerrilla : mehr Kunden durch innovatives Online-Marketing
Owen, Petra; Owen, Anthony-James - 2016 - 1. Auflage
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