The dark side of sponsoring and ambushing mega sport events : is successful communication hampered by too many, too similar, and too ambiguous stimuli?
Year of publication: |
2010
|
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Authors: | Sachse, Manuela ; Drengner, Jan |
Published in: |
Stand und Perspektiven der Eventforschung. - Wiesbaden : Gabler, ISBN 978-3-8349-2513-8. - 2010, p. 37-58
|
Subject: | Sponsoring | Sponsorship | Guerilla-Marketing | Guerilla marketing | Sportveranstaltung | Sport event | Fußball | Football | Kommunikation | Communication | Konsumentenverhalten | Consumer behaviour | Theorie | Theory | Deutschland | Germany |
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