Unmasking the Ambushers: Conceptual Framework and Empirical Evidence
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.
MARC MAZODIER, M.M., QUESTER, P.G. et CHANDON, J.L. (2012). Unmasking the Ambushers: Conceptual Framework and Empirical Evidence. European Journal of Marketing, 46(1/2), pp. 192-214.