An experimental approach to assessing the effectiveness of official sponsor designations in an ambush marketing scenario
Eric Brownlee, T. Christopher Greenwell, and Anita Moorman
| Year of publication: |
September 2018
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|---|---|
| Authors: | Brownlee, Eric ; Greenwell, T. Christopher ; Moorman, Anita |
| Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 27.2018, 3, p. 145-153
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| Subject: | Ambush Marketing | Purchase Intentions | sponsorship | team identification | Sponsoring | Sponsorship | Sportmarketing | Sports marketing | Guerilla-Marketing | Guerilla marketing | Konsumentenverhalten | Consumer behaviour | Experiment | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011933913