Classification of Ambush Marketing Methods in Sport – evidence from the 2012 UEFA European Championship
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RIS BIB ENDNOTEClassification of Ambush Marketing Methods in Sport – evidence from the 2012 UEFA European Championship
Publication date: 21.06.2016
International Journal of Contemporary Management, 2016, Issue 15(1), pp. 131 - 146
https://doi.org/10.4467/24498939IJCM.16.007.4840Authors
Background. Ambush marketing in sport events has been widely commented among both scientists and practitioners. Nowadays, companies use more and more sophisticated ambush marketing methods in their promotional campaigns in order to gain recognition.
Research aims. The aim of this paper is to create an innovative classification of ambush marketing methods, based on the case study of the 2012 UEFA European Championship and to evaluate the effectiveness of these methods based on the results of a brand recognition survey carried out on a representative sample of the Polish population.
Methodology. In order to identify and provide an innovative classification of ambush marketing methods, monitoring of media coverage (press, Internet, broadcasts) was carried out between April and August 2012.
Key findings. The authors developed a classification of ambush marketing methods based on associations used in promotional campaigns by companies. These associations were divided into two categories: ones that involve various communication means and others that involve various images. The study may contribute to a better understanding of the phenomenon and to design more efficient methods to counter the occurrence of ambush marketing in mega sport events.
Information: International Journal of Contemporary Management, 2016, Issue 15(1), pp. 131 - 146
Article type: Original article
Titles:
Classification of Ambush Marketing Methods in Sport – evidence from the 2012 UEFA European Championship
Akademia Wychowania Fizycznego Józefa Piłsudskiego w Warszawie, ul. Marymoncka 34, 00-968 Warszawa
Akademia Wychowania Fizycznego Józefa Piłsudskiego w Warszawie, ul. Marymoncka 34, 00-968 Warszawa
Published at: 21.06.2016
Article status: Open
Licence: None
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