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Framing ambush marketing as a legal issue: An Olympic perspective

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  • Ellis, Dana
  • Scassa, Teresa
  • Séguin, Benoit

Abstract

This paper examines the emerging trend of host countries using legislation to protect the Olympic brand and control ambush marketing. More specifically, it will discuss Canada's Olympic and Paralympic Marks Act in depth. Issues related to framing ambush marketing as a legal issue as opposed to a business issue are examined. The consequences of placing ambush marketing in a legal context are considered from a legal and a business management perspective.

Suggested Citation

  • Ellis, Dana & Scassa, Teresa & Séguin, Benoit, 2011. "Framing ambush marketing as a legal issue: An Olympic perspective," Sport Management Review, Elsevier, vol. 14(3), pages 297-308, August.
    • Handle: RePEc:eee:spomar:v:14:y:2011:i:3:p:297-308
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    References listed on IDEAS

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    1. Keller, Kevin Lane, 2003. "Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 595-600, March.
    2. Farrelly, Francis & Quester, Pascale & Greyser, Stephen A., 2005. "Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing," Journal of Advertising Research, Cambridge University Press, vol. 45(3), pages 339-348, September.
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    Cited by:

    1. T. Bettina Cornwell & Youngbum Kwon, 2020. "Sponsorship-linked marketing: research surpluses and shortages," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 607-629, July.
    2. Dickson, Geoff & Naylor, Michael & Phelps, Sean, 2015. "Consumer attitudes towards ambush marketing," Sport Management Review, Elsevier, vol. 18(2), pages 280-290.

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