Purpose – The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and recognition across two environments that differ on the degree of felt presence they trigger among viewers: on-site and television. A series of research hypotheses concerning the...

Purpose – The study presented in this article aims to examine the impact of the leveraging of three distinct ambush marketing strategies that are under-researched in the literature: Promotion, Event, and Broadcast. Design/methodology/approach – An experiment was conducted where the type of...