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Ambush marketing: Corporate strategy and consumer reaction

✍ Scribed by Tony Meenaghan

Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
172 KB
Volume
15
Category
Article
ISSN
0742-6046

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✦ Synopsis

Commercial sponsorship has grown significantly as a method of marketing communications; however, the practice of ambush marketing, whereby corporations, often direct competitors of official sponsors, seek low-cost association with major sporting events, is a related development, arguably to the detriment of both official sponsors and event owners. 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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