PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2015 | 66 | 1 | 14-27
Tytuł artykułu

A Systematic Literature Review on Ambush Marketing in Sport

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
The aim of the paper was to outline and evaluate the existing scientific achievements regarding the phenomenon of ambush marketing in sport, mark the dominating problematic areas, and create a literature database for the purposes of further research. The systematic literature review was conducted in the following stages: planning and conducting the review, analysis, and description of the results. The preliminary analysis included a combined number of 21,176 studies published between 1984-2013 in journals, books, and other sources included in analyzed databases, chosen using a meta-keyword: ambush. Analysis of the subject literature on the phenomenon of ambush marketing in sport allows for the classification of the works into three dominating research areas: identification of ambush marketing phenomenon, identification of the influence of ambush marketing practices on consumers, and identification of counter-ambush strategies. This review indicates the need for secondary research in social sciences in a more systematic way and more rigorously than it was done until now.
Słowa kluczowe
Wydawca
Rocznik
Tom
66
Numer
1
Strony
14-27
Opis fizyczny
Daty
wydano
2015-06-01
online
2015-07-10
Twórcy
  • Warsaw School of Tourism and Hospitality Management, Poland
  • Josef Pilsudski University of Physical Education in Warsaw, Poland
Bibliografia
  • Alexandrakis, V. (2009). The fight against ambush marketing and London 2012 : How has this phenomenon dealt with by the UK legislation and what’s the role of the EU legislation? International Sports Law Review Pandektis, 8(1/2), 156-165.
  • Bettina Cornwell, T., Maignan, I., & Irwin, R. (1997). Long-term Recall of Sponsorship Sources: An Empirical Investigation of Stadium and Sport Cafe Audiences. Asia-Australia Marketing Journal, 5(1), 45-57. DOI:
  • Burton, N., & Chadwick, S. (2009). Ambush marketing in sport: An analysis of sponsorship protection means and counter-ambush measures. Journal of Sponsorship, 2(4), 303-315.
  • Chadwick, S., & Burton, N. (2011). The evolving sophistication of ambush marketing: A typology of strategies. Thunderbird International Business Review, 53(6), 709-719.
  • Chase, C.R., & Kurnit, R. (2010). Fighting for what is left of exclusivity: Strategies to protect the exclusivity of sponsors in the sports industry. Journal of Sponsorship, 3(4), 379-393.
  • Crompton, J. (2004). Sponsorship ambushing in sport. Managing Leisure, 9(1), 1-12.
  • Doust, D. (1997). The ethics of ambush marketing. Cyber-Journal of Sport Marketing, 1(3).
  • Ellis, D., Gauthier, M.E., & Séguin, B. (2011). Ambush marketing, the Olympic and Paralympic Marks Act and Canadian national sports organisations: Awareness, perceptions and impacts. Journal of Sponsorship, 4(3), 253-271.
  • Farrelly, F., Quester, P., & Greyser, S.A. (2005). Defending the co-branding benefits of sponsorship B2B partnerships: The case of ambush marketing. Journal of Advertising Research, 45(3), 339-348.
  • Giannoulakis, C., Stotlar, D., & Chatziefstathiou, D. (2008). Olympic sponsorship: Evolution, challenges and impact on the Olympic Movement. International Journal of Sports Marketing and Sponsorship, 9(4), 256-270.
  • Grady, J., McKelvey, S., & Bernthal, M.J. (2010). From Beijing 2008 to London 2012: Examining event-specific Olympic legislation vis-à-vis the rights and interests of stakeholders. Journal of Sponsorship, 3(2), 144-156.
  • Grohs, R., Wagner, U., & Vsetecka, S. (2004). Assessing the Effectiveness of Sport Sponsorships - An Empirical Examination. Schmalenbach Business Review (SBR), 56(2), 119-138.
  • Hartland, T., & Skinner, H. (2005). What is being done to deter ambush marketing? Are these attempts working? International Journal of Sports Marketing & Sponsorship, 6(4), 231-241.
  • Hartland, T., & Williams-Burnett, N. (2012). Protecting the Olympic brand: Winners and losers. Journal of Strategic Marketing, 20(1), 69-82.
  • Hoek, J. (1997). ‘Ring Ring’: Visual Pun or Passing Off?: An Examination of Theoretical and Research Issues Arising from Ambush Marketing. Asia-Australia Marketing Journal, 5(1), 33-43. doi:
  • Impellizzeri, F.M., & Bizzini, M. (2012). Systematic Review and Meta-Analysis: A Primer The International Journal of Sports Physical Therapy, 7(5), 493-503.
  • James, M., & Osborn, G. (2011). London 2012 and the Impact of the UK’s Olympic and Paralympic Legislation: Protecting Commerce or Preserving Culture? Modern Law Review, 74(3), 410-429.
  • Johar, G.V., Pham, M.T., & Wakefield, K.L. (2006). How event sponsors are really identified: A (baseball) field analysis. Journal of Advertising Research, 46(2), 183-198.
  • Kelly, S.J., Cornwell, T.B., Coote, L.V., & McAlister, A.R. (2012). Event-related advertising and the special case of sponsorship-linked advertising. International Journal of Advertising, 31(1), 15-37.
  • Kinney, L., & McDaniel, S.R. (1996). Strategic implications of attitude-toward-the-ad in leveraging event sponsorships. Journal of Sport Management, 10(3), 250-261.
  • Lyberger, M.R., & McCarthy, L. (2001). An assessment of consumer knowledge of, interest in, and perceptions of ambush marketing strategies. Sport Marketing Quarterly, 10(3), 130-137.
  • Macintosh, E., Nadeau, J., Séguin, B., O’Reilly, N. J., Bradish, C., & Legg, D. (2012). The Role of Mega-Sports Event Interest in Sponsorship and Ambush Marketing Attitudes. Sport Marketing Quarterly, 21(1), 43-52.
  • McDaniel, S.R., & Kinney, L. (1998). The implications of recency and gender effects in consumer response to ambush marketing. Psychology and Marketing, 15(4), 385-403.
  • McKelvey, S., & Grady, J. (2008). Sponsorship program protection strategies for special sport events: Are event organizers outmaneuvering ambush marketers? Journal of Sport Management, 22(5), 550-586.
  • McKelvey, S., Sandler, D.M., & Snyder, K. (2012). Sport Participant Attitudes Toward Ambush Marketing: An Exploratory Study of ING New York City Marathon Runners. Sport Marketing Quarterly, 21(1), 7-18.
  • Meenaghan, T. (1994). Point of view: ambush marketing: immoral or imaginative practice? Journal of Advertising Research, 34(5), 77-88.
  • Meenaghan, T. (1996). Ambush marketing - A threat to corporate sponsorship. Sloan Management Review, 38(1), 103-113.
  • Meenaghan, T. (1998a). Ambush marketing: Corporate strategy and consumer reaction. Psychology and Marketing, 15(4), 305-322.
  • Meenaghan, T. (1998b). Guest Editorial Ambush Marketing: Examining the Perspectives, Psychology & Marketing, pp. 301-304. Retrieved from
  • Mishra, P., & Mishra, S. (2011). The Legal Perspective of Ambush Marketing: an Arm Length Study in Indian Scenario. International Journal of Business Insights & Transformation, 4(2), 128-135.
  • Nufer, G. (2009). Sponsoring the FIFA Football World Cup: The good, the bad and the surprising. Journal of Sponsorship, 2(3), 241-249.
  • Nufer, G., & Bühler, A. (2010). How effective is the sponsorship of global sports events? A comparison of the FIFA World Cups in 2006 and 1998. International Journal of Sports Marketing and Sponsorship, 11(4), 303-319.
  • O’Reilly, N., Lyberger, M., McCarthy, L., Séguin, B., & Nadeau, J. (2008). Mega-Special-Event Promotions and Intent to Purchase: A Longitudinal Analysis of the Super Bowl. Journal of Sport Management, 22(4), 392-409.
  • O’Reilly, N.J., & Lafrance Horning, D. (2013). Leveraging sponsorship: The activation ratio. Sport Management Review, In press. doi:
  • O’Sullivan, P., & Murphy, P. (1998). Ambush marketing: The ethical issues. Psychology and Marketing, 15(4), 349-366.
  • Payne, M. (1998). Ambush marketing: the undeserved advantage. Psychology & Marketing, 15(4), 323-331.
  • Pham, M.T., & Johar, G.V. (2001). Market prominence biases in sponsor identification: Processes and consequentiality. Psychology and Marketing, 18(2), 123-143.
  • Pitt, L., Parent, M., Berthon, P., & Steyn, P. G. (2010). Event sponsorship and ambush marketing: Lessons from the Beijing Olympics. Business Horizons, 53(3), 281-290. doi:
  • Portlock, A., & Rose, S. (2009). Effects of ambush marketing: UK consumer brand recall and attitudes to official sponsors and non-sponsors associated with the FIFA World Cup 2006. International Journal of Sports Marketing and Sponsorship, 10(4), 271-286.
  • Robinson, T., & Bauman, L. (2008). Winning the Olympic marketing game: Recall of logos on clothing, equipment and venues at the 2006 Winter Olympics. International Journal of Sports Marketing and Sponsorship, 9(4), 290-305.
  • Sandler, D.M., & Shani, D. (1989). Olympic Sponsorship vs. ‘Ambush’ Marketing: Who Gets the Gold? Journal of Advertising Research, 29(4), 9-14.
  • Séguin, B., Lyberger, M., O’Reilly, N.J., & McCarthy, L. (2005). Internationalising ambush marketing: a comparative study. International Journal of Sports Marketing & Sponsorship, 6(4), 216-230.
  • Shani, D., & Sandler, D.M. (1998a). Ambush marketing: Is confusion to blame for the flickering of the flame? Psychology and Marketing, 15(4), 367-383.
  • Shani, D., & Sandler, D.M. (1998b). Ambush marketing: is confusion to blame for the flickering of the flame? Psychology & Marketing, 15(4), 367–383.
  • Stuart, S.A., & Scassa, T. (2011). Legal Guarantees for Olympic Legacy. Entertainment & Sports Law Journal, 9(1), 1-21.
  • Taylor, C.R. (2012). The London Olympics 2012: What advertisers should watch. International Journal of Advertising, 31(3), 459-464.
  • Townley, S., Harrington, D., & Couchman, N. (1998). The Legal and Practical Prevention of Ambush Marketing in Sports. Psychology & Marketing, 15(4), 333-348.
  • Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14, 207-222.
  • Weed, M. (2005). “Meta Interpretation”: A Method for the Interpretive Synthesis of Qualitative Research. Forum Qualitative Social Research, 6(1), Art. 37.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.-psjd-doi-10_1515_pcssr-2015-0002
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.