Séguin, Benoit; Lyberger, Mark; O'Reilly, Norm; … - In: International Journal of Sports Marketing and Sponsorship 6 (2005) 4, pp. 11-25
A large-sample survey of general public consumers in Canada, France and the United States during the 2000 Olympic Games supports previous research on ambush marketing, provides evidence that purchase decisions are affected by ambush marketing reducing the value of sponsorship partnerships, and...