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subject:"Viral marketing"
~subject:"Sportveranstaltung"
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Viral marketing
Sportveranstaltung
Guerilla marketing
62
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61
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34
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28
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28
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23
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23
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12
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12
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Sport marketing quarterly : preferred journal of the Sport Marketing Association
4
International journal of sports marketing & sponsorship
3
Marken und Sport : aktuelle Aspekte der Markenführung im Sport und mit Sport
3
European Sport management quarterly : ESMQ
2
European journal of marketing : EJM
2
Journal of sport management : the official journal of the North American Society of Sport Management
2
Sport management review
2
Ambush Marketing
1
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1
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1
Innovationen in Tourismus und Freizeit : Hypes, Trends und Entwicklungen
1
International journal of advertising : the quarterly review of marketing communications
1
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1
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1
Internationale Trends in der Markenkommunikation : was Globalisierung, neue Medien und Nachhaltigkeit erfordern
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
Management und Marketing im Sport : betriebswirtschaftliche Grundlagen und Anwendungen der Sportökonomie
1
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1
Marketing im Sport : Grundlagen, Trends und internationale Perspektiven des modernen Sportmarketing
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1
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ECONIS (ZBW)
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1
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:
2
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:
3
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:
4
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:
5
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:
6
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:
7
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:
8
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:
9
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:
10
What drives ambush marketer misidentification?
Wolfsteiner, Elisabeth
;
Grohs, Reinhard
;
Wagner, Udo
- In:
Journal of sport management : the official journal of …
29
(
2015
)
2
,
pp. 137-154
Persistent link: https://www.econbiz.de/10010526501
Saved in:
11
Event-specific ambush marketing legislation for mega-sporting events : an economics perspective
McKelvey, Steve
;
Longley, Neil
- In:
International journal of sports marketing & sponsorship
16
(
2014/2015
)
5
,
pp. 349-364
Persistent link: https://www.econbiz.de/10011531615
Saved in:
12
Ambush marketing
Liu, Ran
;
Thwaites, Des
- In:
Strategies in sports marketing : technologies and …
,
(pp. 187-202)
.
2014
Persistent link: https://www.econbiz.de/10010362967
Saved in:
13
Weapons of mass intrusion : the leveraging of ambush marketing strategies
Carrillat, François A.
;
Colbert, François
;
Feigné, …
- In:
European journal of marketing : EJM
48
(
2014
)
1/2
,
pp. 314-335
Persistent link: https://www.econbiz.de/10010344076
Saved in:
14
Das Olympiaschutzgesetz und seine Effekte für die olympische Bewegung in Deutschland
Pohlmann, Andreas
- In:
Marken und Sport : aktuelle Aspekte der Markenführung …
,
(pp. 545-561)
.
2014
Persistent link: https://www.econbiz.de/10010354017
Saved in:
15
Markenmanagement im Umfeld von Sportgroßveranstaltungen im Zeitalter des Ambush Marketing
Séguin, Benoit
- In:
Marken und Sport : aktuelle Aspekte der Markenführung …
,
(pp. 295-315)
.
2014
Persistent link: https://www.econbiz.de/10010354039
Saved in:
16
Ambush Marketing im Sport : wie Nicht-Sponsoren Sportveranstaltungen zur Markenkommunikation nutzen
Nufer, Gerd
;
Bühler, André W.
- In:
Marken und Sport : aktuelle Aspekte der Markenführung …
,
(pp. 145-164)
.
2014
Persistent link: https://www.econbiz.de/10010354123
Saved in:
17
Towards the regulation and restriction of ambush marketing? : the first truly social and digital mega sports event ; Olympic Games, London 2012
Chanavat, Nicolas
;
Desbordes, Michel
- In:
International journal of sports marketing & sponsorship
15
(
2014
)
3
,
pp. 151-160
Persistent link: https://www.econbiz.de/10010384222
Saved in:
18
Die Erfolgsfaktoren von Pop-up-Stores
Gursch, Francesca
;
Gursch, Giulia
- In:
Internationale Trends in der Markenkommunikation : was …
,
(pp. 15-31)
.
2014
Persistent link: https://www.econbiz.de/10010471021
Saved in:
19
Möglichkeiten und Grenzen des Ambush Marketing bei Sportgroßveranstaltungen - dargestellt am Beispiel der UEFA Fußball-Europameisterschaft 2012
Hartmann, Fabian
- In:
Ambush Marketing
.
2013
Persistent link: https://www.econbiz.de/10010338959
Saved in:
20
Ambush marketing in Poland before the 2012 European Football Championship
Gębarowki, Marcin
- In:
Journal of entrepreneurship, management and innovation …
9
(
2013
)
1
,
pp. 157-172
Persistent link: https://www.econbiz.de/10010355504
Saved in:
21
Protecting the olympic brand : winners and losers
Hartland, Trevor
;
Williams-Burnett, Nicola
- In:
Competitive intelligence, analysis and strategy : …
,
(pp. 167-180)
.
2013
Persistent link: https://www.econbiz.de/10009680257
Saved in:
22
Editorial : the London Olympics 2012 : what advertisers should watch
Taylor, Charles Raymond
- In:
International journal of advertising : the quarterly …
31
(
2012
)
3
,
pp. 459-464
Persistent link: https://www.econbiz.de/10009581826
Saved in:
23
Protecting the Olympic brand : winners and losers
Hartland, Trevor
;
Williams-Burnett, Nicola
- In:
Journal of strategic marketing
20
(
2012
)
1
,
pp. 69-82
Persistent link: https://www.econbiz.de/10009510632
Saved in:
24
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:
25
Sport participant attitudes toward ambush marketing : an exploratory study of ING New York City Marathon runners
McKelvey, Steve
;
Sandler, Dennis
;
Snyder, Kevin
- In:
Sport marketing quarterly : preferred journal of the …
21
(
2012
)
1
,
pp. 7-18
Persistent link: https://www.econbiz.de/10009531615
Saved in:
26
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:
27
Unmasking the ambushers : conceptual framework and empirical evidence
Mazodier, Marc
;
Quester, Pascale
;
Chandon, Jean-Louis
- In:
European journal of marketing : EJM
46
(
2012
)
1/2
,
pp. 192-214
Persistent link: https://www.econbiz.de/10009514308
Saved in:
28
Ambush Marketing im Sport
Nufer, Gerd
;
Bühler, André W.
- In:
Marketing im Sport : Grundlagen, Trends und …
,
(pp. 203-231)
.
2011
Persistent link: https://www.econbiz.de/10008738195
Saved in:
29
Framing ambush marketing as a legal issue : an Olympic perspective
Ellis, Dana
;
Scassa, Teresa
;
Séguin, Benoit
- In:
Sport management review
14
(
2011
)
3
,
pp. 297-308
Persistent link: https://www.econbiz.de/10009315485
Saved in:
30
Alternative Kommunikationsformen : Chancen und Risiken für die Anwendung im Tourismus
Lang, Andrea
;
Schröder, Alexander
;
Schuler, Alexander
- In:
Innovationen in Tourismus und Freizeit : Hypes, Trends …
,
(pp. 121-137)
.
2011
Persistent link: https://www.econbiz.de/10009295694
Saved in:
31
Ambush marketing and the right of association : clamping down on references to that big event with all the athletes in a couple of years
Scassa, Teresa
- In:
Journal of sport management : the official journal of …
25
(
2011
)
4
,
pp. 354-370
Persistent link: https://www.econbiz.de/10009297064
Saved in:
32
Event sponsorship and ambush marketing : lessons from the Beijing Olympics
Pitt, Leyland F.
;
Parent, Michael
;
Berthon, Pierre R.
; …
- In:
Business horizons
53
(
2010
)
3
,
pp. 281-290
Persistent link: https://www.econbiz.de/10003981029
Saved in:
33
Guerillamarketing
Geiger, Fred
- In:
Marketing : vor, während und nach der Messe
,
(pp. 132-153)
.
2010
Persistent link: https://www.econbiz.de/10003997468
Saved in:
34
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:
35
Ambush Marketing - Trittbettfahren bei Sportgroßveranstaltungen
Nufer, Gerd
- In:
Jahrbuch Marketing ... : Trendthemen und Tendenzen
(
2010/11
),
pp. 151-166
Persistent link: https://www.econbiz.de/10003950156
Saved in:
36
Veranstaltungsmarketing im Sport
Nufer, Gerd
;
Bühler, André
- In:
Management und Marketing im Sport : …
,
(pp. 385-415)
.
2008
Persistent link: https://www.econbiz.de/10003752594
Saved in:
37
Ambush-Marketing : unlauteres Schmarotzertum oder legitime Werbestrategie?
Am Ende, Moritz
;
Kaempf, Markus
- In:
Sport zwischen Recht, Wirtschaftlichkeit und Kultur
,
(pp. 221-268)
.
2007
Persistent link: https://www.econbiz.de/10003757054
Saved in:
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