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عنوان انگلیسی: Event sponsorship and ambush marketing:Lessons from the Beijing Olympics

عنوان فارسی: حمایت مالی رویداد ها و بازاریابی با کمین: درس هایی از المپیک پکن

منبع: Business Horizons (2010) 53, 281—290

نويسندگان: Leyland Pitt, Michael Parent, Pierre Berthon, Peter G. Steyn

کلمات کليدي: Ambush marketing;Sponsorship;Sports marketing

تعداد صفحات: 10

قيمت: رایگان

سال انتشار: 2010

چکيده:

Sponsorship of large sporting and cultural events has become a major marketing communication tool, particularly when firms obtain exclusive rights and garner the hype associated with this honor. Concomitantly, ambush marketing–—defined as attempts by competitors to exploit the event–—has also increased in prominence. This article outlines what is known as the Li Ning affair, whereby major Olympic sponsor Adidas was ambushed by lesser-known Chinese sportswear company Li Ning, whose namesake founder was the most decorated Chinese Olympian and who lit the Olympic flame at the 2008 Beijing Olympiad. Data collected immediately following the closing of the Beijing Games isolates what we call the Li Ning effect–—or, being incorrectly identified as an official sponsor–—and the positive effects this has on measures of brand attitude and recommendation likelihood. As presented herein, seven lessons about ambush marketing can be derived from the Li Ning affair, which sponsors and those considering sponsorship opportunity might wish to learn. 

دانلود مقاله Event sponsorship and ambush marketing:Lessons from the Beijing Olympics

 

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Tue 16 Jan 2018 14:13