Ambush marketing vs. official sponsorship: is the international I.P. an unfair competition regime a good referee?
Ambush marketing is a practice that will usually occurs in large-scale events, is not a sponsor seeks to gain benefits of brand exposure and awareness in a context that it would otherwise be available only to official sponsors. This paper addresses why and to what extend ambush marketing be contras...
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| Format: | Article |
| Language: | English |
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Universidad Externado de Colombia
2016-06-01
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| Series: | La Propiedad Inmaterial |
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| Online Access: | https://revistas.uexternado.edu.co/index.php/propin/article/view/4600 |