Ambush marketing: Is confusion to blame for the flickering of the flame?

Psychology and Marketing

Volumn 15, Issue 4, 1998, Pages 367-383

  Shani, David ^b   Sandler, Dennis M ^a  

^a PACE UNIVERSITY   (United States)

^b NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0032375687     PISSN: 07426046     EISSN: None     Source Type: Journal    
DOI: 10.1002/(SICI)1520-6793(199807)15:4<367::AID-MAR6>3.0.CO;2-6     Document Type: Article

References (24)

1. Centennial Olympics open as $5 bill event of century, (1996, July 15). Advertising Age.
2. The Commercial Olympics: Winners and Losers. (1996). Reputation Management (http://www.register.com/prcentral/rmso96olympic.htm, January 5, 1997)
3. Ettorre, B. (1993). Ambush marketing: Heading them off at the pass. Management Review, 53-57.
4. Graham, S., Goldblat, J. & Delpy, L. (1995). The ultimate guide to sport event management and marketing. (p. 207). Chicago: Irwin.
5. Graham, J. P. (1997). Ambush marketing. Sport Marketing Quarterly, 6(1), 10-13.
6. IEG Network (1997). "Glossary Ambush Marketing. (http://www.sponsorship. com/forum/glossary.html)
7. International Advertising Association (1988). Sponsorship: Its role and effects.
8. International Event Group (IEG). (1996). IEG Sponsorship report. Chicago: Author.
9. McDaniel, S. R., & Kinney, L. (1996). Ambush marketing revisited: An experimental study of perceived sponsorship effects on brand awareness, attitude toward the brand, and purchase intention. Journal of Promotion Management, 3(1/2), 141-167.
10. McKelvey, S. (1994). Sans legal restraint, no stopping brash, creative ambush marketers. Brandweek, 35, 20.
11. Meenaghan, T. (1994). Ambush marketing: Immoral or imaginative practice. Journal of Advertising Research, 34(5), 77-88.
12. Meenaghan, T. (1996). Ambush marketing - A threat to corporate sponsorship. Sloan Management Review, 38(1), 103-113.
13. Olympic Games. (1997, April). Sport Business, No. 9, p. 33.
14. Olympic Issues (1996). Commercialization. British Olympics: The Issues. (http: //olympics.org.uk/pack/iscomm.html, January 9, 1997).
15. Payne, M. R. (1993). A talk by IOC market chief Michael R. Payne. The Sport Marketing Letter, 4.
16. Polansky, M., Sandler, D., Carey, M., Murphy, S., Portelli, K., & Van Velzen Y., (1996). Small business and sport sponsorship: The Australian experience. Journal of Promotion Managment, 3(1/2), 121-139.
17. Sandler, D. M., & Shani, D. (1989). Olympic sponsorship vs. "ambush" marketing: Who gets the gold?" Journal of Advertising Research, 29, 9-14.
18. Sandler, D. M., & Shani, D. (1992). The value of sponsorship in sports marketing: An empirical study, in L. N. Reid (Ed.), Proceedings of the 1992 Conference of The American Academy of Advertising (pp. 82-83).
19. Shani, D., & Sandler, D. M. (1992, December). Sponsorship an empirical investigation of consumer attitudes. ESOMAR Sponsorship Research Seminar in conjunction with Sponsorship Europe '92, Monte Carlo.
20. Shani, D., & Sandler, D. M. (1996). Climbing the sports event pyramid. Marketing News.
21. Sponsorship is an Olympic tradition. (1996). Time Magazine Australia. (http: //www.timemag.com.au/site/olympic2/tradition.html, January 9, 1997)
22. Sportfacts. (1997, April) Sport Business. No. 9, p. 34.
23. Stotlar, D. K. (1993), Sponsorship and the Olympic Winter Games. Sport Marketing Quarterly, 2(1), 35-43.
24. Wage, P. (1996). Local sponsors. (http://www.nynews.com/archeive/ bz60516c.htm, January 9, 1997).