Ambush marketing is dead, long live ambush marketing: A redefinition and typology of an increasingly prevalent phenomenon
Ambush marketing is more than 30 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 ambushing can take, and the implications it...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
World Advertising Research Center
2018
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| Online Access: | View Fulltext in Publisher |