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Direct linkHumphreys, Michael S.; Cornwell, T. Bettina; McAlister, Anna R.; Kelly, Sarah J.; Quinn, Emerald A.; Murray, Krista L. – Journal of Experimental Psychology: Applied, 2010
Corporate sponsorship of sports, causes, and the arts has become a mainstream communications tool worldwide. The unique marketing opportunities associated with major events also attract nonsponsoring companies seeking to form associations with the event (ambushing). There are strategies available to brands and events which have been ambushed;…
Descriptors: Foreign Countries, Activities, Contracts, Corporate Support
