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- Title
Guest Editorial Ambush Marketing: Examining the Perspectives.
- Authors
Meenaghan, Tony
- Abstract
Editorial. This is an introduction to articles dealing with ambush marketing, which has the potential for application in all sectors of corporate sponsorship activity. Reliance on external funding is exemplified by the sale by Olympic games of television rights and sponsorship fees. There are several reasons why ambush marketing, the unauthorized association with an event or activity for commercial purposes by a brand owner, has emerged as a potential threat to commercial sponsorship.
- Subjects
MARKETING; CORPORATE sponsorship; OLYMPIC Games; TELEVISED sports; FINANCE
- Publication
Psychology & Marketing, 1998, Vol 15, Issue 4, p301
- ISSN
0742-6046
- Publication type
Editorial
- DOI
10.1002/(SICI)1520-6793(199807)15:4<301::AID-MAR1>3.0.CO;2-C