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Year of publication
Subject
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Guerilla marketing 122 Guerilla-Marketing 122 Sportveranstaltung 58 Sport event 53 Sponsoring 52 Sponsorship 50 Sportmarketing 47 Sports marketing 44 Ambush Marketing 36 Großveranstaltung 27 Big event 24 Ambush marketing 22 Marketing management 21 Marketingmanagement 21 Deutschland 18 Football 17 Fußball 17 Konsumentenverhalten 16 Sport 16 Sports 16 Advertising effects 15 Consumer behaviour 15 Werbewirkung 15 Brand management 14 Germany 14 Markenführung 14 Guerilla Marketing 13 ambush marketing 11 Event-Marketing 10 Sportsponsoring 8 Event marketing 7 Marketing 7 Professional sports 7 Profisport 7 Social Web 7 Social web 7 Internet marketing 6 Online-Marketing 6 USA 6 United States 6
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Online availability
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Undetermined 45 Free 33
Type of publication
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Article 90 Book / Working Paper 67
Subcategories
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Article in journal 65 Book section 23 Working paper 10 Case study 3 Guidebook 2 Proceedings 1 Literature review 1
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Language
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English 82 German 70 Undetermined 4 Italian 1
Author
All
Nufer, Gerd 25 Mazodier, Marc 7 Klug, Katharina 6 Pechtl, Hans 6 Séguin, Benoit 6 McKelvey, Steve 5 Sachse, Manuela 5 Burton, Nicholas 4 Hoffmann, Stefan 4 O'Reilly, Norm 4 Schwarz, Uta 4 Bühler, André 3 Carrillat, François A. 3 Chanavat, Nicolas 3 Eschenbach, Florian 3 Grohs, Reinhard 3 Levinson, Jay Conrad 3 Nadeau, John 3 Scassa, Teresa 3 Bühler, André W. 2 Chadwick, Simon 2 Chandon, Jean-Louis 2 Desbordes, Michel 2 Dickson, Geoff 2 Eckert, Christine 2 Ellis, Dana 2 Geurin, Andrea N. 2 Gröppel-Klein, Andrea 2 Hartland, Trevor 2 Heermann, Peter W. 2 Heslop, Louise A. 2 Hoskinson, Sherry 2 Hutter, Katharina 2 Koenigstorfer, Joerg 2 Krieger, Kai Harald 2 Lautenslager, Al 2 Longley, Neil 2 Quester, Pascale 2 Risch-Kerst, Mandy 2 Shi, Charlotte 2
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Institution
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Fachhochschule Reutlingen / European School of Business 2 Berkeley Electronic Press 1 Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW) 1 Erich Schmidt Verlag 1 Helmut-Schmidt-Universität/Universität der Bundeswehr Hamburg 1 Midas Verlag 1 Springer Fachmedien Wiesbaden 1 Verlag Dr. Kovač 1 Wirtschaftswissenschaftliche Fakultät 1 Wirtschaftswissenschaftlichen Fakultät, Eberhard-Karls-Universität Tübingen 1
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Published in...
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International Journal of Sports Marketing and Sponsorship 10 Reutlinger Diskussionsbeiträge zu Marketing und Management 6 SpringerLink / Bücher 6 Sport marketing quarterly : preferred journal of the Sport Marketing Association 5 International journal of sports marketing & sponsorship 4 Marken und Sport : aktuelle Aspekte der Markenführung im Sport und mit Sport 4 Wirtschaftswissenschaftliche Diskussionspapiere 4 European Sport management quarterly : ESMQ 3 International journal of advertising : the review of marketing communications 3 International journal of sport management and marketing : IJSMM 3 Journal of advertising research 3 Journal of sport management : the official journal of the North American Society of Sport Management 3 Markenkommunikation und Beziehungsmarketing 3 Sport management review 3 Wirtschaftswissenschaftliches Studium : WiSt ; Zeitschrift für Studium und Forschung 3 Erlebniskommunikation : Erfolgsfaktoren für die Marketingpraxis 2 European journal of marketing : EJM 2 Jahrbuch Marketing ... : Trendthemen und Tendenzen 2 Journal of strategic marketing 2 Journal of the Academy of Marketing Science 2 Marken- und Produktmanagement 2 Schriftenreihe Causa Sport 2 Sportmanagement : SPM 2 SpringerBriefs in Business 2 Tübinger Diskussionsbeiträge 2 Advances in the study of entrepreneurship, innovation, and economic growth 1 Advances in the study of entrepreneurship, innovation, and economic growth : a research annual 1 Ambush Marketing 1 Asian Journal of Law and Economics 1 Australasian marketing journal 1 BIT online : Bibliothek, Information und Technologie 1 Bank-Praktiker : rechtssicher, revisionsfest, risikogerecht 1 Business horizons 1 Competitive intelligence, analysis and strategy : creating organisational agility 1 Das Wirtschaftsstudium : wisu ; Zeitschrift für Ausbildung, Prüfung, Berufseinstieg und Fortbildung 1 Dresdner Beiträge zur Betriebswirtschaftslehre 1 EconStor Conference Papers 1 Entrepreneurial Marketing 1 Erfolg mit nachhaltigen Eventkonzepten : Tagungsband zur 2. Konferenz für Eventforschung an der TU Chemnitz 1 European Journal of Marketing 1
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Source
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ECONIS (ZBW) 125 Other ZBW resources 14 EconStor 6 USB Cologne (EcoSocSci) 5 RePEc 4 BASE 3
Showing 1 - 50 of 136
 
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Ambush marketing by athletes on social media during the 2020 Tokyo Olympic Games : a cross-cultural examination of eight nations
Geurin, Andrea N.; Brison, Natasha T.; Burch, Lauren; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015664843
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Why advertisers should embrace event typicality and maximize leveraging of major events
Carrillat, François A.; Mazodier, Marc; Eckert, Christine - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015375771
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Why advertisers should embrace event typicality and maximize leveraging of major events
Carrillat, François A.; Mazodier, Marc; Eckert, Christine - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192942
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Integrating pop-up stores in fashion brand strategies : a guerilla marketing approach
Boustani, Ghalia - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015425718
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The Morality of Ambush Marketing and Its Impact on Sports Organizations' Reputations
Hamedani, Saghar; Ghiasi, Nazi - 2022
Stealth marketing is a tactic that has been developed by businesses as a response to the difficult marketing environment that marketers face today . Recently, "Ambush Marketing" has become a popular topic of discussion among marketers. In 1994, at the Olympic Games in Los Angeles, an ambush...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014029937
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The role of criminal law politics against ambush marketing behavior in the implementation of ASEAN community
Yuhelson, Yuhelson - 2017
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012219089
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Wem gehört der Fußball? : einige Anmerkungen aus Sicht der Property Rights Theory
Daumann, Frank; Follert, Florian - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014583670
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Sports and IP : Commentary on the Legal and Enforcement Framework Against Ambush Marketing for the Tokyo 2021 Olympic Games
Onyeagbako, Victoria - 2021
The Olympics is presently the largest and most popular sporting and cultural activity in the world and considered a model to many other championship activities based on its structured organisation, regulation and governance. It is evidently a tool for the development of sports laws at national...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013251779
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Ambush Marketing im Sport : Grundlagen - Best Practice - Evaluation
Nufer, Gerd - 2018 - 2., völlig neu bearbeitete Auflage
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011843614
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Conquering the Spiralling Sponsorships Through Ambush Marketing
Kumar, Ashutosh - 2020
Sponsorships worldwide have been on the rise. The rising fees make sponsorships an expensive proposition for companies. Companies that cannot afford to buy sponsorship may be inclined towards an ‘ambush' tactic for both; defensive as well as offensive reasons. The paper analyses in detail the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012856213
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Effect of ambush marketing on attitude and purchase intention in the social media context : misidentification and identification
Lin, Yi-Hsiu; Chen, Chen-Yueh; Chou, Ya-Lun; Yeh, Chia-Jun - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014282744
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Co-branding drivers between professional sport organizations and on-field sports apparel sponsors
Abdolmaleki, Hossein; Mohammadi, Sardar; Babaei, Mehdi; … - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014430860
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Verwertung kommerzieller Rechte im Sportmarketing : Theorieüberblick und Praxiseinblick
Bergmann, Andreas - 2023
In diesem Lehrbuch lernen Sie die Grundlagen der Sportvermarktung sowie verschiedene Ausprägungen und Erscheinungsformen der Verwertung gewerblicher Rechte im Sport kennen. Anhand zahlreicher Praxisbeispiele, Statistiken und Studienergebnisse bekommen Sie eine realistische Vorstellung von der...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014375072
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Guerilla Marketing : unorthodoxes Marketing von David im Kampf gegen Goliath
Nufer, Gerd - 2019
Beim Guerilla Marketing handelt es sich um die Auswahl untypischer und undogmatischer Marketingaktivitäten, die mit einem oftmals vergleichsweise geringen Mitteleinsatz eine möglichst große Wirkung erzielen sollen. Im Kern zielt Guerilla Marketing darauf ab, anders zu sein und aufzufallen....
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013258524
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Guerilla Marketing: Unorthodoxes Marketing von David im Kampf gegen Goliath
Nufer, Gerd - 2019
Article
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Erfolgsfaktoren und Misserfolgsfaktoren im Low Budget Guerilla Marketing
Nufer, Gerd; Kurzke, Sophie Marie - 2019
Eine hohe Werbewirkung erreichen, die sich durch Kreativität von Wettbewerbern absetzt und das mit geringen finanziellen Mitteln – das ist eine Wunschvorstellung für viele Start-Ups. Doch offen bleibt die Frage nach dem Wie. Eine Möglichkeit, dieses Ziel zu erreichen, bildet das Low Budget...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012020509
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Ambush marketing and the Olympic and Paralympic Marks Act : a national sponsor perspective
Ellis, Dana; Patry, Philippe; Séguin, Benoit; … - 2019
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012059510
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"Name and Shame" : die Bedeutung der Aufklärung zur Bekämpfung von Ambush-Marketing
Jurowskaja, Ella - 2016 - [1. Aufl.]
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011418298
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Ambush Marketing und Markenschutz : Die Eventmarketingmarke als Abwehrmittel gegen Nicht-Sponsoren sportlicher Großereignisse
Risch-Kerst, Mandy - 2016 - 1. Aufl. 2016
Mit einer vertieften fachübergreifenden wirtschafts- und rechtswissenschaftlichen Auseinandersetzung im nationalen und europäischen Kennzeichenrecht gelingt Mandy Risch-Kerst eine Darstellung der bestehenden Schutzmechanismen und Gesetzeslücken für Großveranstalter im Kampf gegen Ambush...
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Ambush Marketing und Markenschutz : die Eventmarketingmarke als Abwehrmittel gegen Nicht-Sponsoren sportlicher Großereignisse
Risch-Kerst, Mandy - 2016
Book / Working Paper
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Sponsorship: practices and benefits in emerging markets
Goldman, Michael M.; Netto, Gabriela Klein; Lin, Shiling; … - 2022
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013274598
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Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram
Scott, Olan K. M.; Burton, Nicholas; Li, Bo - 2022
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013370402
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The evolution of media reporting of ambush marketing
Burton, Nicholas; Snyder, Kevin; McKelvey, Steve - 2018
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011919165
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An experimental approach to assessing the effectiveness of official sponsor designations in an ambush marketing scenario
Brownlee, Eric; Greenwell, T. Christopher; Moorman, Anita - 2018
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011933913
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Image Effect of Ambush Marketing: The Case of FIFA Soccer World Cup 2010
Hutter, Katharina; Schwarz, Uta - 2012
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10010352017
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Image Effect of Ambush Marketing: The Case of FIFA Soccer World Cup 2010
Hutter, Katharina; Schwarz, Uta - 2012
Book / Working Paper
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The efficiency of sponsoring vs. ambush-marketing disclosure in terms of attitude and purchasing intention : football - the African Nations Cup 2010
Dekhil, Fawzi; Khammassi, Salma - 2017
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011849745
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The effect of guerrilla marketing on company share prices : an event study analysis
Davis, Svetlana; Davis, Frederick - 2021
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012656856
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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. - 2021
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012423417
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Measuring ambush-marketing and sponsorship effects : a football consumer response approach
Chanavat, Nicolas; Martinent, Guillaume - 2021
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012484045
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The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude
Wolfsteiner, Elisabeth; Grohs, Reinhard; Reisinger, Heribert - 2021
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012494019
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Ambush Marketing : A Threat for Sponsors
Jain, Sankalp - 2016
Ambush marketing is a means of getting the maximum bang for the buck while stealing some of a rival's thunder. As the costs of becoming official sponsors of a major sports event have mushroomed in recent years, sponsors increasingly have to deal with what has become known as ambush marketing....
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012987938
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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 corporations
Yun, Lira; Kim, Kihan; Cheong, Yunjae - 2020
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012395587
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Market reactions to sport sponsorship announcements : comparison between sponsors and their rivals
Hino, Yuta; Takeda, Fumiko - 2020
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012295890
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Ambush Marketing Legislation to Protect Olympic Sponsors : A Step Too Far in the Name of Brand Protection?
Scassa, Teresa; Séguin, Benoit - 2015
Ambush marketing and its possible threat to brand equity has been identified as a key concern for mega sport event organisations and their sponsors. In recent years, international sport federations have sought to leverage the enormous interest in hosting their events in order to make anti-ambush...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014132898
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Ambush Marketing bei Sportveranstaltungen : Erscheinungsformen, Abwehrmöglichkeiten gegen und verbleibender Freiraum für assoziative Werbemaßnahmen, Auswirkungen auf den Wettbewerb und Erwägungen de lege ferenda
Heermann, Peter W. - 2011
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10008934225
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Ambush-Marketing bei Sportveranstaltungen : Erscheinungsformen, Abwehrmöglichkeiten gegen und verbleibender Freiraum für assoziative Werbemaßnahmen, Auswirkungen auf den Wettbewerb und Erwägungen "de lege ferenda"
Heermann, Peter W. - 2011
Book / Working Paper
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Ambush Marketing bei Sportgroßveranstaltungen
Klug, Katharina; Schwarz, Uta; Heide, Nicole - 2011
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10009520759
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Erfolgsfaktoren des Ambush Marketing : eine theoretische und empirische Analyse am Beispiel der Fußball-EM 2008
Eschenbach, Florian - 2011 - 1. Aufl.
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10008904295
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Erfolgsfaktoren des Ambush-Marketing : Eine theoretische und empirische Analyse am Beispiel der Fußball-Europameisterschaft 2008
Eschenbach, Florian - 2011
Der Begriff des Ambush-Marketing hat als Werbeform im Zuge sportlicher Großveranstaltungen, spätestens seit der Fußball-WM 2006, Einzug gehalten. Denn nicht nur Sponsoren werben mit den Events, sondern immer mehr Ambusher nutzen die Events, um ihre Produkte zu vermarkten, ohne entsprechende...
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Erfolgsfaktoren des Ambush-Marketing : Eine theoretische und empirische Analyse am Beispiel der Fußball-Europameisterschaft 2008
Eschenbach, Florian - 2011
Book / Working Paper
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Applying a causal ambush marketing framework to social media : the "Pleasure is Diverse" campaign and the Australian marriage amendment
Small, Felicity; Mehmet, Michael; Miles, Morgan P. - 2019
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012110321
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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 - 2014
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10010384222
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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 - 2014
Article
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Negative Kommunikationseffekte von Sponsoring und Ambush-Marketing bei Sportgroßveranstaltungen
Sachse, Manuela - 2010
Sportsponsoring und Ambush-Marketing als Bestandteile des Kommunikations-Mix -- Wirkungskontrolle des Sportsponsorings und des Ambush- Marketings -- Entwicklung eines Modells zur Erklärung negativer Wirkungen -- Empirische Überprüfung des Modells -- Kritische Würdigung und Implikationen.
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Negative Kommunikationseffekte von Sponsoring und Ambush-Marketing bei Sportgroßveranstaltungen
Sachse, Manuela - 2010 - 1. Aufl.
Edition: 1. Aufl.
Book / Working Paper
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Negative Kommunikationseffekte von Sponsoring und Ambush-Marketing bei Sportgroßveranstaltungen
Sachse, Manuela - 2010
Book / Working Paper
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Negative Kommunikationseffekte von Sponsoring und Ambush-Marketing bei Sportgroßveranstaltungen
Sachse, Manuela - 2010 - 1. Aufl.
Edition: 1. Aufl.
Book / Working Paper
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Ambush-Marketing im Sport : Grundlagen, Strategien, Wirkungen
Nufer, Gerd - 2010
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10003957371
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Ambush Marketing : Innovative or Immoral?
Mazodier, Marc - 2013
Learning Objectives - By reading this chapter readers should be able to: - Distinguish between sponsorship, ambush marketing, incidental ambush and other communication tools. - Understand the benefits of ambush marketing. - List various ambush marketing strategies. - Develop strategies to...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014152666
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Unmasking the Ambushers : Conceptual Framework and Empirical Evidence
Mazodier, Marc; Quester, Pascale G.; Chandon, Jean-Louis - 2013
Purpose: Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors’ valuable contribution. However, what is the effect of such...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014152681
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Ambush marketing in Poland before the 2012 European Football Championship
Gębarowki, Marcin - 2013
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10010355504
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Responses of Chinese Laws to Ambush Marketing
Zhou, Wei - 2018
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014585187
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Pop-up Retailing : Managerial and Strategic Perspectives
Warnaby, Gary; Shi, Charlotte - 2018
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014013697
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Pop-up Retailing : Managerial and Strategic Perspectives
Warnaby, Gary; Shi, Charlotte - 2018
Book / Working Paper
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Ambush marketing is dead, long live ambush marketing : a redefinition and typology of an increasingly prevalent phenomenon
Burton, Nicholas; Chadwick, Simon - 2018
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011929123
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From bashtags to geobombing : modern-day digital guerrilla tactics
Swann, Patricia - 2018
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011734359
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Wahrnehmung von Werbung mit Sportereignisbezug : eine empirische Analyse der Einschätzung von Sponsoring und Ambush-Marketing im Rahmen der Fußball-Europameisterschaft und der Olympischen Spiele im Jahr 2012 ; [Ergebnisbericht]
Naskrent, Julia; Rüttgers, Christian - 2012
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10009544753
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Image effect of ambush marketing : the case of FIFA Soccer World Cup 2010
Klug, Katharina; Schwarz, Uta - 2012
Ambush marketing is becoming a more and more relevant topic. However, most research has remained descriptive. No study has yet considered the image effects of ambush marketing using a causal model. Thus, the present paper provides a causal model of ambush marketing focusing on cognitive and...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10010379598
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Implicit and explicit attitudes to sponsors and ambushers
Koenigstorfer, Joerg; Gröppel-Klein, Andrea - 2012
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10009691101
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