Athletes as ambush marketers? : an examination of Rule 40 and athletes' social media use during the 2016 Rio Olympic Games
Andrea N. Geurin and Erin L. McNary
| Year of publication: |
2021
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|---|---|
| Authors: | Geurin, Andrea N. ; McNary, Erin L. |
| Published in: |
European Sport management quarterly : ESMQ. - London : Taylor & Francis, ISSN 1746-031X, ZDB-ID 2199044-X. - Vol. 21.2021, 1, p. 116-133
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| Subject: | Ambush marketing | athlete branding | Olympic Games | Rule 40 | social media | Social Web | Social web | Sportveranstaltung | Sport event | Sportler | Athletes | Sportmarketing | Sports marketing | Guerilla-Marketing | Guerilla marketing | Großveranstaltung | Big event | Markenführung | Brand management | Sport | Sports |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/16184742.2020.1725091 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012423417