Hutter, Katharina; Schwarz, Uta - Deutsche Zentralbibliothek für … - 2012
has yet considered the image effects of ambush marketing using a causal model. Thus, the present paper provides a causal … model of ambush marketing focusing on cognitive and affective image and their effects on downstream variables such as … affective image has a stronger impact on attitude towards the ambusher brand. In contrast, for atypical sport brands cognitive …
