Ambush Marketing Research Articles

Revolutionizing marketing strategies: analyzing guerrilla marketing, brand image, and brand awareness impact on Gen Y purchasing decisions

Abstract The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y.

Research Map on Marketing Law Studies Based on Scopus Database

This study aims to see the development of research on the topic of "Marketing Law" and research plans that can be carried out based on journals published on the theme. This research uses a qualitative method with a bibliometric analysis approach. The data used is secondary data with the theme "Marketing Law" which comes from the Scopus database with a total of 192 journal articles. Then, the data is processed and analyzed using the VosViewer application with the aim of knowing the bibliometric map of "Marketing Law" research development in the world. The results of the study found that in bibliometric author mapping, the authors who published the most research with the theme "Marketing Law" were Petty R. D; Yahelson Y; Pressey A. D; Renke S.; Steennot R; and Shimpock-Vieweg K. Furthermore, based on bibliometric keyword mapping, there are 3 clusters with the most used words are legislation, product, ambush marketing, strategy, change, and implementation. Then, the research path topics related to marketing law are Future trends in marketing law, Legal implications of brand advertising and EU law and ambush marketing.

Why advertisers should embrace event typicality and maximize leveraging of major events

AbstractThe current study details how marketing campaigns featuring event-typical ads adapted to sporting events (e.g., a car ad that displays its brand logo on an Olympic podium) affect brand attitudes and incentive-aligned brand choice in more positive ways than proven advertising strategies such as product category consistency. Presenting four field and lab experiments across a total of 3 events and 32 ads, we show that these effects are driven by the combination of 3 mechanisms: event-typical ads’ capacity to trigger a sufficient feeling of knowing what the ad is about, provoke curiosity, and transfer attributes from the event to the brand, even with very short ad exposures. Advertisers, brand managers, or event organizers can thus exploit the creative potential around sporting events by using event-typical ads. Furthermore, when these stakeholders know the most typical elements of an event, they can either adapt their marketing activities or register them to avoid ambush marketing (i.e., advertisers willing to associate their brand with the event in the absence of any legitimate link with it).

Regulating Ambush Marketing in an Increasingly Social Era

The practice of ambush marketing continues to proliferate around mega sport events, notably during the Olympics. The ongoing commercial threat to official sponsors and event organizers threatens the sponsorship model on which the events rely. The current situation is further complicated by increased social media activity and engagement by competing athletes to engage not only with their followers on social media but also with endorser brands who may not always also be official sponsors of the event. The increasing role of Rule 40 of the Olympic Charter as a regulatory tool on social media to prevent ambush marketing is discussed as an additional brand protection measure beyond traditional legal enforcement. The commentary explores advances in recent scholarship related to ambush marketing and suggests directions for future research. Legal, policy, and practical implications for social media in sport are discussed.

Implementation of Ambush Marketing in 10 Local Brands at “Paris Fashion Week 2022” Phenomena

This research discusses how to apply ambush marketing to 10 local Indonesian brands in the “Paris Fashion Week 2022” phenomenon. This study argues that this phenomenon is part of ambush marketing, where 10 (ten) local Indonesian brands hold independent fashion shows in Paris on behalf of Paris Fashion Week 2022. The focus of the problem in this research is on how ambush marketing in this phenomenon is viewed from the business side, the communication side, the ethical and moral side, and the legal side. Of the 10 (ten) local brands, the ones that had the most attention are the ayam geprek and skincare brands. This study argues that ambush marketing generally occurs at major sporting events in the world, but this time it is something relatively new at fashion shows. This research uses a qualitative descriptive approach with a case study method. This method was carried out by observing and studying internet news regarding 10 (ten) local Indonesian brands appearing at the 2022 Paris Fashion Show. Data collection techniques were carried out by collecting references and data literature from various sources, such as books, journals, and the internet, related to ambush marketing. This study uses the concept of “ambush marketing” as an analytical tool to explain the practices carried out by 10 (ten) local Indonesian brands in ‘riding’ the Paris Fashion Week 2022 event. The urgency of this research is to add to the literature on ambush marketing in the Indonesian context, which is rarely discussed in communication studies.

An image of a man in a sports advertisement

Sport is an attractive business platform for communication not only with customers, but also with all stakeholders. It can be observed not only in advertising communication of the producers operating on the broadly understood sports market, sponsors or companies using ambush marketing. It is also used in brand marketing by companies which, despite their lack of connotation with sport, willingly benefit from a number of sports attributes, values and connotations.
 The study aims to present the image of a man in marketing communication based on sports motives. The selected aspects subjected to analysis will help to define the role of a man in advertising sports communication and verify the declarations of the companies that pursue their goals using this level of communication. The author analysed selected advertising campaigns (audio-video format) containing sports accents. Communications of 1,270 advertisements representing 254 brands were analysed. The analysis covered six different areas: image and product advertising, share of sports disciplines, sports accessories, the man's attitude, an area of the sports involvement, and the valued presented.
 The analysis showed that the man presented in a sports advertisement is multidimensional, just as sport is. Traditional areas connotated with sport, such as competition and team support, are not the only ones to penetrate the advertising’s contents. While the former area is very common in general, this is one of the least frequently used sports motives. Much more often, sport appears as an element to build man’s identity, his inner strength, heroic spirit. The sport spirit and values underlying such an identity appears to be more important than most of the sport disciplines presented in advertisements. Exception to the rule is football, which continues to be the number one, regardless of whether it concerns the man’s image promoted by a male sports star or by an anonymous man.

Olympic brand and ambush marketing in Italy

The livelihood of the International Olympic Committee, owner of the Olympic Games, depends on the protection of its brand against ambush marketing which has the potential to compromise future contracts with official partners and reduce the economic return and the effective possibility of hosting the games and to finance the Organizing Committee. This need leads to potential imbalances between public and private law, with measures aimed at protecting the specific interests of the IOC. The further criticality is given by the interference on the whole society of otherwise unnecessary legislative interventions that have social, economic and political repercussions on the host country with the IOC that requires long and anticipated planning within the bid process. Following the assignment of the 2026 Winter Olympic Games, the introduction in Italy of a special law highlights the critical issues of the legislator's intervention to counter the threat of ambush marketing. The examination of the law decree n. 16 of 11 March 2020 of the Italian Republic, the documents that deal with the foundation of Italian law and the positions of scholars, aim to verify how Italy has handled the requests of the IOC. It will be concluded that this legislative intervention is characterized by minimal measures that guarantee the hosting of the Games but leave almost unchanged the need for the IOC to develop its own autonomous defense strategies. There will be food for thought to consider whether it is possible to satisfy the IOC's request in a manner consistent with legal codes or if it poses an unfair threat to other private and public interests.

Ambush Marketing and Protection of Investments

Ambush Marketing and Protection of Investments

The Morality of Ambush Marketing and Its Impact on Sports Organizations' Reputations

The Morality of Ambush Marketing and Its Impact on Sports Organizations' Reputations

Sponsor and ambush marketing during the 2018 Commonwealth Games on Twitter and Instagram

Purpose This research explores ambush marketing on social media during the 2018 Commonwealth Games held in Australia. Two social media platforms – Twitter and Instagram – served as the dataset to uncover how official sponsors of the Canadian and Australian Commonwealth Games teams were ambushed.Design/methodology/approach Employing a content analysis of all official team sponsors and their competitors, the study’s findings offer an original and multi-national look into social media ambushing.Findings Results indicated that promoting Games’ links was the most common social media post type used by official event sponsors, followed by sharing results of their endorsed athletes and behind-the-scenes information.Research limitations/implications In an effort to provide connection to the event, posts by ambushers focused on promoting athletes endorsed by their brand. All ambushers were more likely to use Twitter to promote their endorsed athletes. Instagram, however, was not fully embraced in their ambush marketing.Originality/value Discussion and implications of the results provide sport marketers with information on how to leverage one’s link with a major sporting event.

ANYONE FOR A GAME OF MONOPOLY™?* A CRITICAL EVALUATION OF THE EVERINCREASING COMMERCIALIZATION OF MAJOR SPORTING EVENTS PART 1: AN OVERVIEW OF AMBUSH MARKETING IN SPORT

This is the first part of a three-part article which critically evaluates the everincreasing trend of commercial monopolization of major sporting events by sports governing bodies and their commercial partners such as sponsors. This first part of the article will provide a background description of the various forms of protection against ambush marketing of events, as an area where such increased calls for the creation and ring-fencing of commercial rights to events have been (and remains) at the forefront. The second part of the article will evaluate the legitimacy of such protections (especially in the form of special legislation) critically in the context of such commercial monopolization, with reference to constitutional, intellectual property and competition-law arguments in the South African context, and will conclude with some observations regarding current developments elsewhere.

ANYONE FOR A GAME OF MONOPOLY™?* A CRITICAL EVALUATION OF THE EVERINCREASING COMMERCIALIZATION OF MAJOR SPORTING EVENTS PART 2: EXAMINING THE LEGITIMACY OF THE CREATION AND MAINTENANCE OF COMMERCIALLY-DRIVEN MONOPOLIES IN SPORTS EVENTS

This is the second part of an article published in three parts that critically examines the commercial monopolisation of sporting mega-events such as the FIFA football World Cup, and of commercial rights protection of such events. The first part of this article contained mainly a descriptive overview of ambush marketing and of the legal and other measures available to event organisers and sponsors to combat such practices. This second (and the forthcoming third) part of the article will continue to critically evaluate the legitimacy of a prime source of protection for these commercial actors, namely anti-ambush marketing legislation, with a specific focus on the SouthAfrican jurisdiction and the 2010 FIFA World Cup South Africa.

ANYONE FOR A GAME OF MONOPOLY™?* A CRITICAL EVALUATION OF THE EVERINCREASING COMMERCIALIZATION OF MAJOR SPORTING EVENTS PART 3: EXAMINING THE LEGITIMACY OF THE CREATION AND MAINTENANCE OF COMMERCIALLY-DRIVEN MONOPOLIES IN SPORTS EVENTS

This is the third and final part in a series of articles which examines the commercial monopoly in a major sports event such as the 2010 FIFA World Cup South Africa, and its protection against ambush marketing by means of (specifically) domestic legislation. This part will continue the evaluation of the role of relevant constitutional guarantees in terms of the South African Bill of Rights, will consider the justification for the protection of commercial rights to such events, will briefly examine recent developments elsewhere in respect of the development of a ‘sports event organiser’s right’, and includes a concluding section with some critical evaluation of the legitimacy of the current state of the law in this regard in South Africa (and elsewhere).

Legal framework for the use of intellectual property in sports activities

Key words: sports activities, sports activities legal regulation, temporary laws, ambushmarketing, image rights, local rulemaking
 The article analyses the legal regulation of the use of intellectualproperty in sports activities. The relevance of the study is justified by the fact that theincome of the global sports industry is increasingly depending on the use of the intellectualproperty by sports organizations.The author notices that adoption of temporary laws aimed at protecting the intellectualproperty rights of sports organizations who organize major sporting events ina country are distinctive features of sports activities. There were two similar laws inthe Ukrainian legislation. Although these laws contained some gaps, this experienceshould become a basis for the introduction of the concept of ambush marketing on aregular basis in the domestic law.Analysis of international agreements in the sporting sphere shows that nowadaysamong the world sports organizations, only intellectual property of InternationalOlympic Committee has an exclusive basis of protection. At the same time, the factthat in general the use and protection of intellectual property is given too little attentionin international agreements in the field of sports gives greater importance tolocal regulations adopted by sports authorities.According to the established practices of foreign sports organizations, professionalrules and contracts between the athlete and the organization contains mutual restrictionsof the use of a number of intellectual property objects constituting the athlete’simage. To date, in Ukrainian practice, only regulations and contracts of several footballorganizations contain the similar provisions, which at the same time have a numberof shortcomings. One of the issues is terminological ambiguity in image rightslegal phenomena, which is still new to Ukrainian practice, and therefore requires theconsistency of definitions between different sports organizations.Thus, although Ukrainian legislation creates the background for domestic sportsorganizations to benefit from their intellectual property, it still requires the adoptionof some new important definitions.

Contemporary marketing strategy: ambush marketing – with low budget, but augmented customer attention

Contemporary marketing strategy: ambush marketing – with low budget, but augmented customer attention

Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games

This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors over the three most recent Games. Despite a series of SM guidelines released by IOC for the 2014, 2016, and 2018 Games, the findings showed that the practice of ambush marketing via SM was evident during each of the Games. Direct industry competitors were found employing four specific ambush strategies, namely, associative, values, coattail, and property infringement. Theoretical and practical implications, as well as an impetus for future research, are suggested.

Effect of Guerrilla Marketing on Guerrilla Entrepreneur Performance: A Study of Selected Businesses in Nigeria

This research study empirically assessed the effect of guerrilla marketing on guerrilla entrepreneur performance focusing on selected businesses in Nigeria. The study adopted survey research design which suites the research because of its descriptive nature. Multiple regression analysis using ANOVA was adopted to analyse the variables in the models under study. The result indicate that there is a positive relationship between Entrepreneur Performance (ENTP) and Ambient Marketing (ABTM) with a coefficient values of 0.621. Statistically, the Sig. value of 0.021 is lower than the acceptable significance value of 0.05. Also, Ambush Marketing (ABSM) has coefficient value of 0.685. Statistically, the Sig. value of 0.003 is lower than the acceptable significance value of 0.05. Furthermore, Sensation Marketing (SSNM) was observed to be positively related to Entrepreneur Performance (ENTP) with a coefficient value of 0.788 and a Sig. value of 0.017. Finally, Viral Marketing (VILM) has a coefficient value of 0.591 and a Sig. value of 0.448, indicating that VILM has a positive but insignificant effect on ENTP. We therefore conclude that for the guerrilla entrepreneur in Nigeria to be successful and sustain his business, he must show and implement empathy in his business. Also guerrilla entrepreneur must engage in publicity that is creative, innovative, and attractive even in terms of cost like the guerrilla marketing strategy.

DIGITAL MARKETING AS A STRATEGY UNDER AMBUSH MARKETING DURING SPORT EVENTS

In this Research paper, we are going to discuss the impact of digital marketing done by the non-sponsors/ non-partners of sports event on the digital viewer of the event (I.e., The rest of the people who are watching the event live on the digital platforms like OTT, TV, etc.), then the impact made by the official sponsors/partners to the event on those who are watching the event live at the venue. And we will discuss some cases that are the base and the beginning of this digital strategy in ambush marketing. The meaning of ambush marketing is where a non-sponsor to a sporting event uses the event to gain their brand popularity in the public, the true meaning ambush marketing is “Ambush marketing is a kind of marketing where one brand pays the sponsorship fee to their marketing at any event and then a rival brand which is a non-sponsor to the event, who doesn’t pay the sponsorship fee and tries to associate itself to the event”. Digital marketing is a kind of strategy that has got its popularity in the present digital age where, the brands use the loop hole by marketing the brand products indirectly associated with the event on the digital platforms like Hot star, Time square digital billboards, etc. Now the digital marketing is not widely talked about in the public view because this strategy is gaining popularity with the constant growth of technology in the digital era and this strategy can be used in different forms as mentioned above the different platforms for digital marketing.

INVESTIGATING THE STATE OF AMBUSH MARKETING IN FOOTBALL AND WRESTLING

One of the modern ways of investing in sports and advertising is through sports. Along with financial backers, the ambush marketing phenomenon has been around for three decades. In Iran, one of the weaknesses is the lack of rules and weakness in the implementation of marketing laws. Football and wrestling are popular sports in Iran and have significant sponsors. The purpose of this study was to investigate the situation of ambush marketing in football and wrestling. The present study is of qualitative type. The statistical population includes 12 professionals: professors of sports marketing, media officials, the Football Federation, and football wrestling and financial support. Research tools are semi-structured interviews and research methods, content analysis and thematic analysis using Nvivo8 software. The research results showed that the term hidden marketing should be used instead of ambush marketing, and strict legislation and heavy financial penalties are required by lawmakers. Although major sporting events such as the Olympics and the FIFA World Cup are more common in Western countries, we can also use their methods and rules to protect the rights of sponsors and prevent ambush marketing.
 
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Ambush Marketing and Rule 40 for Tokyo 2020: A Shifting Landscape for Olympic Athletes and Their Sponsors

This study explores the historical development of the regulatory landscape related to Olympic and Paralympic athlete marketing activities, together with current restrictions imposed on athlete marketing, and discusses potential legal challenges to these restrictions. Specifically, this study analyzed various countries’ Rule 40 Tokyo 2020 guidance through a trans-national lens by comparing and contrasting the different approaches found in various national Olympic committees’ legal frameworks to combat ambush marketing. The potential legal challenges to the United States Olympic Commititee’s enforcement of new Rule 40 guidance are highlighted, with particular focus on discussing the restrictions and enforcement rights contained within the personal sponsor commitment agreement within the United States for the postponed Tokyo 2020 Games. Critical analysis of the potential impact of enforcing this agreement within the broader Olympic intellectual property and brand protection frameworks for Olympic stakeholders in the US is provided.