When ambush marketing is beneficial to sponsorship awareness : creating sponsor distinctiveness using exclusivity and brand juxtaposition
Clinton S. Weeks, Peter J. O'Connor and Brett A. S. Martin
| Year of publication: |
November 2017
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| Authors: | Weeks, Clinton S. ; O'Connor, Peter ; Martin, Brett A. S. |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 33.2017, 15/16, p. 1256-1280
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| Subject: | Ambush marketing | sponsorship | memory | distinctiveness | brand juxtaposition | Sponsoring | Sponsorship | Markenführung | Brand management | Guerilla-Marketing | Guerilla marketing | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Marketingmanagement | Marketing management | Werbewirkung | Advertising effects | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2017.1372506 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011850369