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Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing


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    This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co-branding objectives sought from the relationship, ambush is not necessarily as dangerous to sponsors as it has been in the past. Sponsors can use ambushers attacks to their advantage by drawing attention to issues of legitimacy, by enhancing brand or corporate authenticity, and by appealing to consumers increasingly wary of disingenuous brands. Our findings confirm the potential to approach the sponsorship relationship as a co-marketing alliance to optimize co-branding objectives and to negate the effects of ambush.

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    Bibliographic Info

    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 45 (2005)
    Issue (Month): 03 (September)
    Pages: 339-348

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    Handle: RePEc:cup:jadres:v:45:y:2005:i:03:p:339-348_05

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    Cited by:
    1. Pitt, Leyland & Parent, Michael & Berthon, Pierre & Steyn, Peter G., 2010. "Event sponsorship and ambush marketing: Lessons from the Beijing Olympics," Business Horizons, Elsevier, vol. 53(3), pages 281-290, May.
    2. Ellis, Dana & Scassa, Teresa & S├ęguin, Benoit, 2011. "Framing ambush marketing as a legal issue: An Olympic perspective," Sport Management Review, Elsevier, vol. 14(3), pages 297-308, August.


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