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subject:"Viral marketing"
~subject:"Brand management"
~subject:"Sportveranstaltung"
~type:"article"
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Search: subject_exact:"Guerilla marketing"
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Viral marketing
Brand management
Sportveranstaltung
Guerilla marketing
62
Guerilla-Marketing
61
Sport event
34
Sportmarketing
28
Sports marketing
28
Sponsoring
23
Sponsorship
23
Big event
12
Großveranstaltung
12
Consumer behaviour
11
Konsumentenverhalten
11
Markenführung
11
Ambush marketing
8
Advertising effects
7
Deutschland
7
Germany
7
Internet marketing
7
Online-Marketing
7
Sport
7
Sports
7
Werbewirkung
7
Social Web
6
Social web
6
Advertising
5
Ambush Marketing
5
Football
5
Fußball
5
Werbung
5
guerilla marketing
5
Guerilla Marketing
4
Marketing management
4
Marketingmanagement
4
USA
4
United States
4
ambush marketing
4
Ambient Marketing
3
Brand
3
Brand image
3
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8
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Book / Working Paper
27
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27
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27
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14
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14
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2
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2
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English
30
German
12
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Séguin, Benoit
5
Nufer, Gerd
4
McKelvey, Steve
3
O'Reilly, Norm
3
Burton, Nicholas
2
Bühler, André W.
2
Ellis, Dana
2
Grohs, Reinhard
2
Hartland, Trevor
2
Scassa, Teresa
2
Snyder, Kevin
2
Williams-Burnett, Nicola
2
Wolfsteiner, Elisabeth
2
Am Ende, Moritz
1
Berthon, Pierre R.
1
Biraghi, Silvia
1
Bradish, Cheri L.
1
Brownlee, Eric
1
Bühler, André
1
Carrillat, François A.
1
Chanavat, Nicolas
1
Chandon, Jean-Louis
1
Cheong, Yunjae
1
Colbert, François
1
Desbordes, Michel
1
Dickson, Geoff
1
Drengner, Jan
1
Feigné, Matthieu
1
Gambetti, Rosella C.
1
Geiger, Fred
1
Geurin, Andrea N.
1
Goldman, Michael M.
1
Graffigna, Guendalina
1
Grant, Philip Stanley
1
Greenwell, T. Christopher
1
Gröppel-Klein, Andrea
1
Gursch, Francesca
1
Gursch, Giulia
1
Gębarowki, Marcin
1
Hartmann, Fabian
1
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Marken und Sport : aktuelle Aspekte der Markenführung im Sport und mit Sport
4
Sport marketing quarterly : preferred journal of the Sport Marketing Association
4
International journal of sports marketing & sponsorship
3
European Sport management quarterly : ESMQ
2
European journal of marketing : EJM
2
International journal of sport management and marketing : IJSMM
2
Journal of marketing communications
2
Journal of sport management : the official journal of the North American Society of Sport Management
2
Sport management review
2
Ambush Marketing
1
Business horizons
1
Competitive intelligence, analysis and strategy : creating organisational agility
1
Innovationen in Tourismus und Freizeit : Hypes, Trends und Entwicklungen
1
International journal of advertising : the quarterly review of marketing communications
1
International journal of advertising : the review of marketing communications
1
Internationale Trends in der Markenkommunikation : was Globalisierung, neue Medien und Nachhaltigkeit erfordern
1
Jahrbuch Marketing ... : Trendthemen und Tendenzen
1
Journal of business research : JBR
1
Journal of entrepreneurship, management and innovation : JEMI ; a quarterly journal of Nowy Sacz School of Business, National-Louis University
1
Journal of marketing management : MM
1
Journal of strategic marketing
1
Management und Marketing im Sport : betriebswirtschaftliche Grundlagen und Anwendungen der Sportökonomie
1
Marketing : vor, während und nach der Messe
1
Marketing Communications and Brand Development in Emerging Economies Volume I : Contemporary and Future Perspectives
1
Marketing im Sport : Grundlagen, Trends und internationale Perspektiven des modernen Sportmarketing
1
Sport zwischen Recht, Wirtschaftlichkeit und Kultur
1
Stand und Perspektiven der Eventforschung
1
Strategies in sports marketing : technologies and emerging trends
1
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ECONIS (ZBW)
42
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1
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
Persistent link: https://www.econbiz.de/10013274598
Saved in:
2
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
Persistent link: https://www.econbiz.de/10013370402
Saved in:
3
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
Persistent link: https://www.econbiz.de/10012423417
Saved in:
4
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
Persistent link: https://www.econbiz.de/10012494019
Saved in:
5
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...
Yun, Lira
;
Kim, Kihan
;
Cheong, Yunjae
- In:
International journal of advertising : the review of …
39
(
2020
)
7
,
pp. 921-942
Persistent link: https://www.econbiz.de/10012395587
Saved in:
6
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
Persistent link: https://www.econbiz.de/10012059510
Saved in:
7
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
Persistent link: https://www.econbiz.de/10011919165
Saved in:
8
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
Persistent link: https://www.econbiz.de/10011933913
Saved in:
9
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
Persistent link: https://www.econbiz.de/10011850369
Saved in:
10
Consumer attitudes towards ambush marketing
Dickson, Geoff
;
Naylor, Michael
;
Phelps, Sean
- In:
Sport management review
18
(
2015
)
2
,
pp. 280-290
Persistent link: https://www.econbiz.de/10011333338
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