Unmasking the ambushers: conceptual framework and empirical evidence
Year of publication: |
2012
|
---|---|
Authors: | Mazodier, Marc ; Quester, Pascale ; Chandon, Jean‐Louis |
Published in: |
European Journal of Marketing. - Emerald Group Publishing Limited, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 46.2012, 1/2, p. 192-214
|
Publisher: |
Emerald Group Publishing Limited |
Subject: | Ambush marketing | Sponsorship | Ambush marketing disclosure | Corrective advertising | Marketing | Sporting events |
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