What drives ambush marketer misidentification?

Elisabeth Wolfsteiner; Reinhard Grohs; Udo Wagner

doi:10.1123/JSM.2014-0122

What drives ambush marketer misidentification?

Elisabeth Wolfsteiner
, Reinhard Grohs
, Udo Wagner

Department of Marketing
University of Vienna
Seeburg Castle University

Research output: Contribution to journal › Article › peer-review

14 Citations (Scopus)

Original language	English
Pages (from-to)	137-154
Number of pages	18
Journal	Journal of Sport Management
Volume	29
Issue number	2
DOIs	https://doi.org/10.1123/JSM.2014-0122
Publication status	Published - 2015
Externally published	Yes

Keywords

Ambush marketer misidentification
Ambush marketing knowledge
Ambush marketing strategies
Ambusher/sponsor fit with the event
Ambusher/sponsor prominence
Event involvement

Access to Document

10.1123/JSM.2014-0122

Cite this

@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",