haku: @indexterm market research ethics / yhteensä: 23
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| Tekijä: | O'Sullivan, P. Murphy, P. |
| Otsikko: | Ambush marketing : The ethical issues. |
| Lehti: | Psychology & Marketing
1998 : JUL, VOL. 15:4, p. 349-366 |
| Asiasana: | MARKETING STRATEGY SPONSORSHIP CONSUMER RESEARCH MARKET RESEARCH ETHICS |
| Kieli: | eng |
| Tiivistelmä: | Ambush marketing is a strategic alternative to formal association through the purchase of legitimate sponsorship rights. Research evidence indicates that this abush activity may damage sponsors' events and even the interests of sports governing bodies and individual sports people. Legal issues clearly arise, but the body of case law is as yet slight. Four ethical perspectives - utilitarianism, duty-based ethics, stakeholder analysis, and virtue ethics - can provide a framework for the debate on the ethics of ambush marketing. Actions to create more ethical commercial sponsorship are identified and briefly evaluated. Particularly an international code of conduct for event sponsorship seems to be an idea whose time has come. |
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