Athletes as ambush marketers? An examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games-Reference-Cited by-同舟云学术

Athletes as ambush marketers? An examination of Rule 40 and athletes’ social media use during the 2016 Rio Olympic Games

Published:2020-02-11 Issue:1 Volume:21 Page:116-133
ISSN:1618-4742
Container-title:European Sport Management Quarterly
language:en
Short-container-title:European Sport Management Quarterly

Author:

Geurin Andrea N.¹,McNary Erin L.²

Affiliation:

1. Institute for Sport Business, Loughborough University London, London, UK

2. Department of Kinesiology and Sport Sciences, University of Miami, Coral Gables, FL, USA

Publisher

Informa UK Limited

Subject

Strategy and Management,Tourism, Leisure and Hospitality Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/16184742.2020.1725091

Reference40 articles.

1. Allen, S. (2016, August 25). Nike-adorned Emma Coburn gives New Balance its due after steeplechase bronze. The Washington Post. Retrieved from https://www.washingtonpost.com/news/early-lead/wp/2016/08/15/nike-adorned-emma-coburn-gives-new-balance-its-due-after-steeplechase-bronze/?utm_term=.f7bbc2fe0fbb

2. Athlete brand image: scale development and model test

3. Branding athletes: Exploration and conceptualization of athlete brand image

4. Ambush Marketing Is Dead, Long Live Ambush Marketing

5. The Evolution of Media Reporting of Ambush Marketing

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