| Author: | Meenaghan, T. |
| Title: | Ambush marketing: Corporate strategy and consumer reaction. |
| Journal: | Psychology & Marketing
1998 : VOL. 15:4, p. 305-322 |
| Index terms: | STRATEGIC MANAGEMENT SPONSORSHIP CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | Commercial sponsorship has become a significant method of marketing communications. The practice of ambush marketing is a related development. This article examines the phenomenon of ambush marketing and the main strategies employed by ambushing companies as well as seeking to explore consumer reaction to the practice of ambush marketing. Consumer reaction is examined under two broad headings: the effectiveness of ambush marketing and consumer attitudes to the practice of ambush marketing. |
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