Essays about: "Ambush Marketing"
Found 5 essays containing the words Ambush Marketing.
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1. Ambush Branding: A reconceptualization of ambush marketing from the ambusher’s perspective
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The purpose is to explore ambush marketing by reconceptualizing the phenomenon from the ambusher’s perspective in the context of mega sports events. Methodology: This study conducted a relativist ontology and a constructionist epistemology to allow for the most relevant interpretations of the empirical data. READ MORE
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2. Attitudes towards the (UN)official sponsor : ‘Cultural factors' impact on consumers' attitudes towards ambush marketing
University essay from Högskolan Kristianstad/Sektionen för hälsa och samhälleAbstract : Ambush marketing has recently become a large problem for event owners and official sponsors. One of the main focuses, in the field of ambush marketing, has been about consumers' attitudes towards ambush marketing. However, the research field has a gap in what affects consumers’ attitudes. READ MORE
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3. Ambush Marketing From a Swedish Consumer Perspective : Spectators and Fanatics Opinion Towards companies' ´Free Riding´Strategy
University essay from Högskolan Kristianstad/Sektionen för hälsa och samhälleAbstract : Wherever we go, marketing is all around us. Sport events are no exception. Sport events have during the last years become a platform and a communication tool for marketing companies. The major reason for the increasing attraction of sport games is because of its’ enormously attraction of audience. READ MORE
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4. Guerrilla Marketing : Eye catching activities online
University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)Abstract : Previous studies already have shown high internet involvement by the Millennials, this study confirms that since the results show that the average person spend over 20% of their time awake being online. Theories also say that the attention of the Millennials is hard to get and when this study gave the results of the Millennials not showing any general interest towards online marketing they were confirmed. READ MORE
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5. Creating Brand Awareness Through Event Marketing : The Off-Field Competition of Sportswear Companies in the Olympics
University essay from Akademin för hållbar samhälls- och teknikutvecklingAbstract : Date: May 30, 2012 University: Mälardalen University, Sweden Program: MIMA- International Marketing Course Name: Master Thesis (EFO705) Title: Creating Brand Awareness Through Event Marketing The Off-Field Competition of Sportswear Companies in the Olympics Authors: Laura Dolge and Malin Marmbrandt Purpose: The purpose of this paper is to research how companies are promoting themselves efficiently to increase brand awareness through advertisement in major sporting events, through viral marketing and athlete endorsement. Research Questions: Firstly: What are the major differences and similarities between the official and non-official sponsors and their marketing activities when creating brand awareness in sporting events? Secondly: How do official and non-official sponsoring companies increase brand awareness in sporting events through viral marketing activities? Thirdly: How do official and non-official sponsoring companies increase brand awareness in sporting events through athlete endorsement? Method: Data was collected with a qualitative multi-method approach that consists of observations of online social networks and media (netnography), and semi-structured interviews was applied. READ MORE
