Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "12513"
  #_source: array:26 [
    "id" => "12513"
    "slug" => "unmasking-the-ambushers-conceptual-framework-and-empirical-evidence"
    "yearMonth" => "2012-01"
    "year" => "2012"
    "title" => "Unmasking the Ambushers: Conceptual Framework and Empirical Evidence"
    "description" => "MARC MAZODIER, M.M., QUESTER, P.G. et CHANDON, J.L. (2012). Unmasking the Ambushers: Conceptual Framework and Empirical Evidence. <i>European Journal of Marketing</i>, 46(1/2), pp. 192-214."
    "authors" => array:3 [
      0 => array:3 [
        "name" => "MARC MAZODIER Marc MAZODIER"
        "bid" => "B00791034"
        "slug" => "mazodier-marc"
      ]
      1 => array:1 [
        "name" => "QUESTER Pascale G."
      ]
      2 => array:1 [
        "name" => "CHANDON Jean-Louis"
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2021-09-06 16:57:32"
    "publicationUrl" => "https://www.emerald.com/insight/content/doi/10.1108/03090561211189284/full/html"
    "publicationInfo" => array:3 [
      "pages" => "192-214"
      "volume" => "46"
      "number" => "1/2"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such disclosure on ambush marketers' brands? This study aims to answer this question, using an experimental approach."
      "en" => "Sport events organizers have recently undertaken to disclose to the general public instances where firms have conspired to ambush the official sponsors. In doing so, they have sought to sensitise audiences to sponsors' valuable contribution. However, what is the effect of such disclosure on ambush marketers' brands? This study aims to answer this question, using an experimental approach."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-26T15:21:45.000Z"
    "docTitle" => "Unmasking the Ambushers: Conceptual Framework and Empirical Evidence"
    "docSurtitle" => "Journal articles"
    "authorNames" => "<a href="/cv/mazodier-marc">MARC MAZODIER Marc MAZODIER</a>, QUESTER Pascale G., CHANDON Jean-Louis"
    "docDescription" => "<span class="document-property-authors">MARC MAZODIER Marc MAZODIER, QUESTER Pascale G., CHANDON Jean-Louis</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2012</span>"
    "keywordList" => ""
    "docPreview" => "<b>Unmasking the Ambushers: Conceptual Framework and Empirical Evidence</b><br><span>2012-01 | Journal articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://www.emerald.com/insight/content/doi/10.1108/03090561211189284/full/html" target="_blank">Unmasking the Ambushers: Conceptual Framework and Empirical Evidence</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 9.032648
  +"parent": null
}