Ethical aspects of guerrilla and ambush marketing

Guerrilla Marketing - Master Thesis

Analysis of Brand Awareness and Guerrilla Marketing In Iranian SME

This research aims at analyzing and investigation of role of brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in Iran’s SME and in this respect three hypothesizes are developed. For doing of this research after exploration of models and approaches in brand questionnaire and guerrilla marketing were used for customers of company. The conceptual model based...

Explore Guerrilla Marketing Potentials for Trade Show

Event sponsorship and ambush marketing: Lessons from the Beijing Olympics

Sponsorship is bigbusiness.Major international sporting events–—such as the Summer and Winter Olympic Games,and theWorldSoccerCup–—commandsponsor fees running into the hundreds of millions of dollars, via which each global sponsor acquires marketing rights to the all-inclusive use of the event, its images, and logos. Worldwide sponsorship generated $663 million in revenue for the 2001—2004 Salt...

Examining Some Behavioural Effects of Sponsorship and Ambush Marketing

Ambush marketing is often regarded as an unethical marketing activity that decreases the effectiveness of legitimate sponsorship and degrades it as a promotion investment. However, there is little empirical research to support these claims and the research that does exist typically focuses on respondents’ attitudes and beliefs rather than their behaviour. Perceptions of sponsors are often shape...