The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude

Author:

Wolfsteiner Elisabeth,Grohs Reinhard,Reisinger Heribert

Publisher

Elsevier BV

Subject

Marketing

Reference49 articles.

1. Memorization of sport sponsorship activities: The case of the German Bundesliga;Breuer;Sport, Business and Management: An International Journal,2011

2. Ambush marketing in sport: An analysis of sponsorship protection means and counter-ambush measures;Burton;Journal of Sponsorship,2009

3. Weapons of mass intrusion: The leveraging of ambush marketing strategies;Carrillat;European Journal of Marketing,2014

4. Building contemporary brands: A sponsorship-based strategy;Cliffe;Journal of Business Research,2005

5. A spreading activation theory of semantic processing;Collins;Psychological Review,1975

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