Ambush marketing is dead ; long live ambush marketing – a re-definition and typology of an increasingly prevalent phenomenon

Chadwick, SM and Burton, N 2017, 'Ambush marketing is dead ; long live ambush marketing – a re-definition and typology of an increasingly prevalent phenomenon' , Journal of Advertising Research .

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Abstract

Ambush marketing is more than thirty years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms that ambushing can take and the implications it can have, and little investigation or consideration from the ambusher’s perspective. This study proposes a new definition of ambushing and typology of the three types of ambush marketing strategy: incursion, obtrusion and association. Each type is defined and explored, and the significance and implications for sponsors, event owners and ambushers are examined, providing new insight into the nature and impact of ambushing for industry stakeholders.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: Journal of Advertising Research
Publisher: World Advertising Research Center
ISSN: 0021-8499
Related URLs:
Depositing User: SM Chadwick
Date Deposited: 19 Jan 2017 09:52
Last Modified: 09 Aug 2017 00:30
URI: http://usir.salford.ac.uk/id/eprint/41208

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