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subject:"Consumer behaviour"
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Search: subject_exact:"Guerilla marketing"
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Consumer behaviour
Guerilla marketing
113
Guerilla-Marketing
111
Sport event
57
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56
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43
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39
Sports marketing
39
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37
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20
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1
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1
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1
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1
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1
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1
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1
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1
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Journal of marketing communications
2
Sport marketing quarterly : preferred journal of the Sport Marketing Association
2
Erlebniskommunikation : Erfolgsfaktoren für die Marketingpraxis
1
European Sport management quarterly : ESMQ
1
International journal of advertising : the quarterly review of marketing communications
1
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1
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ECONIS (ZBW)
12
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1
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:
2
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:
3
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:
4
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
Saved in:
5
Sponsoring und Ambushing : eine verhaltenswissenschaftliche Analyse
Pechtl, Hans
;
Niemann, Katrin
-
2009
Persistent link: https://www.econbiz.de/10003867852
Saved in:
6
The impact of creative media advertising on consumer responses : two field experiments
Rauwers, Fabiënne
;
Remmelswaal, Paola
;
Fransen, Marieke L.
- In:
International journal of advertising : the quarterly …
37
(
2018
)
5
,
pp. 749-768
Persistent link: https://www.econbiz.de/10012492576
Saved in:
7
The role of mega-sports event interest in sponsorship and ambush marketing attitudes
MacIntosh, Eric W.
;
Nadeau, John
;
Séguin, Benoit
; …
- In:
Sport marketing quarterly : preferred journal of the …
21
(
2012
)
1
,
pp. 43-52
Persistent link: https://www.econbiz.de/10009531609
Saved in:
8
Implicit and explicit attitudes to sponsors and ambushers
Koenigstorfer, Joerg
;
Gröppel-Klein, Andrea
- In:
European Sport management quarterly : ESMQ
12
(
2012
)
5
,
pp. 477-499
Persistent link: https://www.econbiz.de/10009691101
Saved in:
9
Ambush-Marketing
Gierl, Heribert
;
Stiegelmayr, Karin
- In:
Erlebniskommunikation : Erfolgsfaktoren für die …
,
(pp. 171-184)
.
2011
Persistent link: https://www.econbiz.de/10009373453
Saved in:
10
Understanding branded flash mobs : the nature of the concept, stakeholder motivations, and avenues for future research
Grant, Philip Stanley
- In:
Journal of marketing communications
22
(
2016
)
4
,
pp. 349-366
Persistent link: https://www.econbiz.de/10011612585
Saved in:
11
The dark side of sponsoring and ambushing mega sport events : is successful communication hampered by too many, too similar, and too ambiguous stimuli?
Sachse, Manuela
;
Drengner, Jan
- In:
Stand und Perspektiven der Eventforschung
,
(pp. 37-58)
.
2010
Persistent link: https://www.econbiz.de/10008654337
Saved in:
12
An ecological definition of ambient communication : a discursive conceptualization
Biraghi, Silvia
;
Gambetti, Rosella C.
;
Graffigna, Guendalina
- In:
Journal of marketing communications
21
(
2015
)
1
,
pp. 5-19
Persistent link: https://www.econbiz.de/10010514633
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