Defending the co-branding benefits of sponsorship B2B partnerships: The case of ambush marketing

Journal of Advertising Research

Volumn 45, Issue 3, 2005, Pages 339-348

  Farrelly, Francis ^a   Quester, Pascale ^b,d,e,f   Greyser, Stephen A ^c,g  

^a MONASH UNIVERSITY   (Australia)

^b UNIVERSITY OF ADELAIDE   (Australia)

^c HARVARD UNIVERSITY   (United States)

^d Franco Australian Centre for International Research in Marketing (FACIREM)   (Australia)

^e University of Adelaide ^*  (Australia)

^f UNIVERSITÉ PARIS 1 PANTHÉON SORBONNE   (France)

^g HARVARD BUSINESS SCHOOL   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33644914686     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.1017/S0021849905050348     Document Type: Article

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