search query: @author Quester, P. / total: 5
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| Author: | Farrelly, F. Quester, P. Greyser, S. A. |
| Title: | Defending the co-branding benefits of sponsorship B2B partnerships: the case of ambush marketing |
| Journal: | Journal of Advertising Research
2005 : SEP, VOL. 45:3, p. 339-348 |
| Index terms: | sponsorship brands |
| Language: | eng |
| Abstract: | This study aims at analyzing ambush marketing form the perspective of the sponsor entity as partners in a business-to-business relationship. Findings show that sponsors can use ambushers' attacks to their advantage for instance by drawing attention to issues of legitimacy and by appealing to consumers increasingly wary of disingenuous brands. |
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