@article{8b41cdf373ca4d6c9c8c589ca3df0634,
title = "What drives ambush marketer misidentification?",
keywords = "Ambush marketer misidentification, Ambush marketing knowledge, Ambush marketing strategies, Ambusher/sponsor fit with the event, Ambusher/sponsor prominence, Event involvement",
author = "Elisabeth Wolfsteiner and Reinhard Grohs and Udo Wagner",
note = "Publisher Copyright: {\textcopyright} 2015 Human Kinetics, Inc.",
year = "2015",
doi = "10.1123/JSM.2014-0122",
language = "English",
volume = "29",
pages = "137--154",
journal = "Journal of Sport Management",
issn = "0888-4773",
publisher = "Human Kinetics Publishers Inc.",
number = "2",
}