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Ambush Marketing in Sports: A Conceptual Framework

Yıl 2022, Cilt: 5 Sayı: 2, 458 - 468, 31.08.2022
https://doi.org/10.33712/mana.1135005

Öz

Sponsorship is defined as a cash or in-kind fee paid for accessing the commercially usable potential of an event, for reasons such as sports, arts, entertainment. Ambush marketing was first used at the 1984 Los Angeles Summer Olympics and emerged as a major threat to sponsorship. The term ambush marketing refers to an attempt to capitalize on an event's reputation and popularity without paying any sponsorship fees, or deliberate efforts to undermine a rival's interest in an event. The goal of ambush marketing is to confuse consumers, undermine rival activities, and to associate the business brand with the event in the minds of the target audience at no cost to the event organizers. This study focuses on creating a conceptual framework for ambush marketing in sports. In addition, the study aims to help business managers by examining ambush marketing strategies and methods that can be used to prevent ambush marketing.

Kaynakça

  • AHMED, Murad ve HANCOCK, Alice (2019), “Airbnb Seals $500m Olympics Sponsorship Deal Ahead of Listing”, Ff Kurumsal Web Sayfası, https://www.ft.com/content/3d5e5684-09d0-11ea-bb52-34c8d9dc6d84 (Erişim Tarihi: 14.04.2022).
  • BAILEY, Jim (2009), “Sports Sponsorships 101”, Sports Destinations Kurumsal Web Sayfası, https://www.sportsdestinations.com/management/business-development/sports-sponsorships-101-4561 (Erişim Tarihi: 14.04.2022).
  • BURTON, Nicholas ve CHADWICK, Simon (2018), “Ambush Marketing is Dead, Long Live Ambush Marketing: A Redefinition and Typology of an Increasingly Prevalent Phenomenon”, Journal of Advertising Research, S.58(3), ss.282-296.
  • BURTON, Nicholas ve McCLEAN, Cole (2021), “Exploring Newsjacking as Social Media–Based Ambush Marketing”, Sport, Business and Management, S.11(2), ss.143-163.
  • BURTON, Nick (2019), “Exploring User Sentiment Towards Sponsorship and Ambush Marketing”, International Journal of Sports Marketing and Sponsorship, S.20(4), ss.583-602.
  • BURTON, Nick ve CHADWICK, Simon (2019), “European Football Supporter Attitudes Toward Ambush Marketing”, International Journal of Sports Marketing and Sponsorship, S.20(1), ss.143-162.
  • CAMBRIDGE (2022), “Sponsorship”, Cambridge Sözlük (E-Sözlük), Cambridge Kurumsal Web Sayfası, https://dictionary.cambridge.org/dictionary/english/sponsorship (Erişim Tarihi: 14.04.2022).
  • CHADWICK, Simon ve BURTON, Nicholas (2011), “The Evolving Sophistication of Ambush Marketing: A Typology of Strategies”, Thunderbird International Business Review, S.53(6), ss.709-719.
  • CHANAVAT, Nicolas ve DESBORDES, Michel (2014), “Towards the Regulation and Restriction of Ambush Marketing? The First Truly Social and Digital Mega Sports Event: Olympic Games, London 2012”, International Journal of Sports Marketing and Sponsorship, S.15(3), ss.2-11.
  • CROMPTON, John L. (2004), “Sponsorship Ambushing in Sport”, Managing Leisure, S.9(1), ss.1-12.
  • DICKSON, Geoff, NAYLOR, Michael ve PHELPS, Sean (2015), “Consumer Attitudes Towards Ambush Marketing”, Sport Management Review, S.18(2), ss.280-290.
  • DUMAIS, Francis (2014), “Top 10 Sponsorship Ambushes”, Elevent Kurumsal Web Sayfası, https://en.elevent.co/blogs/sponsorship/16644081-top-10-sponsorship-ambushes (Erişim Tarihi: 14.04.2022).
  • ELLIS, Dana, SCASSA, Teresa ve SEGUIN, Benoit (2011), “Framing Ambush Marketing as a Legal Issue: An Olympic Perspective”, Sport Management Review, S.14(3), ss.297-308.
  • ESPN (2006), “Omega Extends Olympic Sponsorship”, Espn Kurumsal Web Sayfası, https://www.espn.com/olympics/news/story?id=2446748 (Erişim Tarihi: 14.04.2022).
  • FARRELLY, Francis, QUESTER, Pascale ve GREYSER, Stephen A. (2005), “Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing”, Journal of Advertising Research, S.45(3), ss.339-348.
  • GORDON, Cameron ve CHEAH, Shaun (2014), “The Meanings of Sports Sponsorship Success: Not Just a Transaction But a Relationship”, Available at SSRN 2393789, ss.1-20.
  • GOUGH, Christina (2021), “Sports Sponsorship - Statistics & Facts”, Statista, https://www.statista.com/topics/1382/sports-sponsorship/#dossierKeyfigures (Erişim Tarihi: 14.04.2022).
  • GROHS, Reinhard ve REISINGER, Heribert (2014), “Sponsorship Effects on Brand Image: The Role of Exposure and Activity Involvement”, Journal of Business Research, S.67(5), ss.1018-1025.
  • GUTTMANN, Amy (2022), “Global Sponsorship Spending from 2007 to 2018”, Statista, https://www.statista.com/statistics/196864/global-sponsorship-spending-since-2007/#:~:text=Sponsorship%20has%20slowly%20been%20increasing,with%2014.8%20billion%20U.S.%20dollars (Erişim Tarihi: 14.04.2022).
  • HARTLAND, Trevor ve SKINNER, Heather (2005), “What is Being Done to Deter Ambush Marketing? Are These Attempts Working?”, International Journal of Sports Marketing and Sponsorship, S.6(4), ss.26-36.
  • HOEK, Janet (2005), “Ambush Marketing: Research and Management Implications”, Global Sport Sponsorship (Ed. J. Amis, T.B. Cornwall), Berg Publisher, Oxford, ss.207-224.
  • HOEK, Janet ve GENDALL, Philip (2002), “Ambush Marketing: More Than Just a Commercial Irritant?” Entertainment Law, S.1(2), ss.72–91.
  • IVARSSON, Cecilia ve JOHANSSON, Malin (2004), “Sport Sponsorship: As a Promotional Tool”, Bachelor's Thesis, Luela University of Technology, Norrbetten.
  • JAMES, Ryan (2021), “Sports and Ambush Marketing”, Khuranaandkhurana, https://www.khuranaandkhurana.com/2021/09/20/sports-and-ambush-marketing/ (Erişim Tarihi: 14.04.2022).
  • JOSEPH, Seb (2013), “Vodafone ends McLaren F1 Sponsorship”, Marketing Week, https://www.marketingweek.com/vodafone-ends-mclaren-f1-sponsorship/ (Erişim Tarihi: 14.04.2022).
  • KUMAR, Ashutosh ve TRIPATHI, Vibhuti (2013), “Conquering the Spiralling Sponsorships Through Ambush Marketing”, Tenth AIMS International Conference on Management, ss.2349-2358.
  • LANGE, David (2021), “Olympic Games Revenue from Domestic Sponsorships from 1996 to 2016”, Statista, https://www.statista.com/statistics/274449/marketing-revenue-of-olympic-games-from-domestic-sponsorships/ (Erişim Tarihi: 14.04.2022).
  • LARDINOIT, Thierry ve DERBAIX, Christian (2001), “Sponsorship and Recall of Sponsors”, Psychology &Marketing, S.18(2), ss.167–190.
  • McDANIEL, Stephen R. ve KINNEY, Lance (1998), “The Implications of Recency and Gender Effects in Consumer Response to Ambush Marketing”, Psychology & Marketing, S.15(4), ss.385-403.
  • MEENAGHAN, Tony (1998), “Ambush Marketing: Corporate Strategy and Consumer Reaction”, Psychology and Marketing, S.15(4), ss.305-322.
  • MELOVIC, Boban, ROGIC, Suncica, SMOLOVIC, Julija Cerovic, DUDIC, Branislav ve GREGUS, Michal (2019), “The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers: Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices” Sustainability, S.11, 6389, ss.1-16.
  • MORGAN, Ashlee, TAYLOR, Tracy ve ADAIR, Daryl (2020), “Sport Event Sponsorship Management from the Sponsee’s Perspective”, Sport Management Review, S.23(5), ss.838-851.
  • NUFER, Gerd (2016), “Ambush Marketing in Sports: An Attack on Sponsorship or Innovative Marketing?”, Sport, Business and Management, S.6(4), ss.476-495.
  • O'SULLIVAN, Paul ve MURPHY, Patrick (1998), “Ambush Marketing: The Ethical Issues”, Psychology & Marketing, S.15(4), ss.349-366.
  • PAYNE, Michael (1998), “Ambush Marketing: The Undeserved Advantage”, Psychology & Marketing, S.15(4), ss.323-331.
  • PIATKOWSKA, Monika, ZYSKO, Jolanta ve GOCLOWSKA, Sylwia (2015), “A Systematic Literature Review on Ambush Marketing in Sport”, Physical Culture and Sport, S.66(1), ss.14-27.
  • PITT, Leyland, PARENT, Michael, BERTHON, Pierre ve STEYN, Peter G. (2010), “Event Sponsorship and Ambush Marketing: Lessons from the Beijing Olympics”, Business Horizons, S.5(3), ss.281-290.
  • PORTLOCK, Adam ve ROSE, Susan (2009), “Effects of Ambush Marketing: UK Consumer Brand Recall and Attitudes to Official Sponsors and Non-Sponsors Associated with the FIFA World Cup 2006”, International Journal of Sports Marketing and Sponsorship, S.10(4), ss.2-17.
  • PREUSS, Holger, GEMEINDER, Kai ve SEGUIN, Benoit (2008), “Ambush Marketing in China: Counterbalancing Olympic Sponsorship Efforts”, Asian Business & Management, S.7, ss.243–263.
  • REUTERS (2022), “Oracle's Red Bull F1 Title Sponsorship Deal Worth $300 Million”, Reuters Kurumsal Web Sayfası, https://www.reuters.com/lifestyle/sports/oracles-red-bull-f1-title-sponsorship-deal-worth-300-mln-sources-2022-02-11/ (Erişim Tarihi: 14.04.2022).
  • RYAN, Carol (2019), “Olympic Games Are Getting More Competitive for Advertisers”, Wsj, https://www.wsj.com/articles/olympic-games-are-getting-more-competitive-for-advertisers-11561458915 (Erişim Tarihi: 14.04.2022).
  • SCASSA, Teresa (2011), “Ambush Marketing and the Right of Association: Clamping Down on References to That Big Event with All the Athletes in a Couple of Years”, Journal of Sport Management, S.25, ss.354-370.
  • SCHMITZ, Jason K. (2005), “Ambush Marketing: The Off-Field Competition at the Olympic Games”, Northwestern Journal of Technology and Intellectual Property, S.3(2), ss.203-208.
  • SCORE AND CHANGE (2021), “FIFA Club World Cup: Prize Money, Sponsors, Attendance and More”, Crore and Change Kurumsal Web Sayfası, https://www.scoreandchange.com/fifa-club-world-cup/ (Erişim Tarihi: 14.04.2022).
  • SEGUIN, Benoit ve O'REILLY, Norman J. (2008), “The Olympic Brand, Ambush Marketing and Clutter”, International Journal of Sport Management and Marketing, S.4(1), ss.62-84.
  • SEGUIN, Benoit, LYBERGER, Mark, O'REILLY, Norm ve McCARTHY, Larry (2005), “Internationalising Ambush Marketing: A Comparative Study”, International Journal of Sports Marketing and Sponsorship, S.6(4), ss.216-229.
  • SHANI, David ve SANDLER, Dennis M. (1998), “Ambush Marketing: Is Confusion to Blame for the Flickering of the Flame?”, Psychology & Marketing, S.15(4), ss.367–383.
  • SPORTSPRO MEDIA (2019), “Report: Inter Milan Enter Pirelli Talks Looking for Increased Sponsorship Fee”, AportsPro Media Kurumsal Web Sayfası, https://www.sportspromedia.com/news/inter-milan-pirelli-talks-increased-sponsorship/#:~:text=The%20club%20have%20partnered%20with,with%20Europe's%20other%20top%20clubs (Erişim Tarihi: 14.04.2022).
  • TOWNLEY, Stephen, HARRINGTON, Dan ve COUCHMAN, Nicholas (1998), “The Legal and Practical Prevention of Ambush Marketing in Sports”, Psychology & Marketing, S.15(4), ss.333-348.
  • TRIPODI, John A. ve SUTHERLAND, Max (2000), “Ambush Marketing - An Olympic Event”, The Journal of Brand Management, S.7(6), ss.412-422.
  • TSORDIA, Charitomeni, PAPADIMITRIOU, Dimitra A ve PARGANAS, P. (2018), “The Influence of Sport Sponsorship on Brand Equity and Purchase Behavior,” Journal of Strategic Marketing, S.26(1), ss.85-105.
  • WHITEHEAD, Jennifer (2005), “Adidas Extends World Cup Sponsorship in $350m Deal”, Campaignlive, https://www.campaignlive.co.uk/article/adidas-extends-world-cup-sponsorship-350m-deal/232907 (Erişim Tarihi: 14.04.2022).
  • YUN, Lira, KIM, Kihan ve CHEONG, Yunjae (2020), “Sports Sponsorship and the Risks of Ambush Marketing: The Moderating Role of Corporate Reputation in the Effects of Disclosure of Ambush Marketers on Attitudes and Beliefs Towards Corporations”, International Journal of Advertising, S.39(7), ss.921-942.

Sporda Tuzak Pazarlama: Kavramsal Bir Çerçeve

Yıl 2022, Cilt: 5 Sayı: 2, 458 - 468, 31.08.2022
https://doi.org/10.33712/mana.1135005

Öz

Sponsorluk, spor, sanat, eğlence gibi nedenlerle bir etkinliğin ticari olarak kullanılabilir potansiyeline erişim karşılığında ödenen nakit veya ayni ücret olarak tanımlanmaktadır. Tuzak pazarlama, ilk kez 1984 Los Angeles Yaz Olimpiyatları’nda kullanılmış ve sponsorluğa büyük bir tehdit olarak ortaya çıkmıştır. Tuzak pazarlama terimi, herhangi bir sponsorluk ücreti ödemeden bir etkinliğin itibarından ve popülaritesinden yararlanma girişimi ya da bir etkinlikle ilgili rakip işletmenin ilgisini zayıflatmak için kasıtlı çabaları ifade etmektedir. Tuzak pazarlamada amaç, tüketicilerde kafa karışıklığı yaratmak, rakibin faaliyetlerini baltalamak ve etkinlik organizatörlerine herhangi bir ücret ödemeden hedef kitlenin zihninde işletme markasını söz konusu etkinlikle ilişkilendirmektir. Bu çalışma, sporda tuzak pazarlama ile ilgili kavramsal bir çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, tuzak pazarlama stratejileri ve tuzak pazarlamayı önlemek için kullanılabilecek yöntemleri de inceleyerek işletme yöneticilerine yardımcı olmayı amaçlamaktadır.

Kaynakça

  • AHMED, Murad ve HANCOCK, Alice (2019), “Airbnb Seals $500m Olympics Sponsorship Deal Ahead of Listing”, Ff Kurumsal Web Sayfası, https://www.ft.com/content/3d5e5684-09d0-11ea-bb52-34c8d9dc6d84 (Erişim Tarihi: 14.04.2022).
  • BAILEY, Jim (2009), “Sports Sponsorships 101”, Sports Destinations Kurumsal Web Sayfası, https://www.sportsdestinations.com/management/business-development/sports-sponsorships-101-4561 (Erişim Tarihi: 14.04.2022).
  • BURTON, Nicholas ve CHADWICK, Simon (2018), “Ambush Marketing is Dead, Long Live Ambush Marketing: A Redefinition and Typology of an Increasingly Prevalent Phenomenon”, Journal of Advertising Research, S.58(3), ss.282-296.
  • BURTON, Nicholas ve McCLEAN, Cole (2021), “Exploring Newsjacking as Social Media–Based Ambush Marketing”, Sport, Business and Management, S.11(2), ss.143-163.
  • BURTON, Nick (2019), “Exploring User Sentiment Towards Sponsorship and Ambush Marketing”, International Journal of Sports Marketing and Sponsorship, S.20(4), ss.583-602.
  • BURTON, Nick ve CHADWICK, Simon (2019), “European Football Supporter Attitudes Toward Ambush Marketing”, International Journal of Sports Marketing and Sponsorship, S.20(1), ss.143-162.
  • CAMBRIDGE (2022), “Sponsorship”, Cambridge Sözlük (E-Sözlük), Cambridge Kurumsal Web Sayfası, https://dictionary.cambridge.org/dictionary/english/sponsorship (Erişim Tarihi: 14.04.2022).
  • CHADWICK, Simon ve BURTON, Nicholas (2011), “The Evolving Sophistication of Ambush Marketing: A Typology of Strategies”, Thunderbird International Business Review, S.53(6), ss.709-719.
  • CHANAVAT, Nicolas ve DESBORDES, Michel (2014), “Towards the Regulation and Restriction of Ambush Marketing? The First Truly Social and Digital Mega Sports Event: Olympic Games, London 2012”, International Journal of Sports Marketing and Sponsorship, S.15(3), ss.2-11.
  • CROMPTON, John L. (2004), “Sponsorship Ambushing in Sport”, Managing Leisure, S.9(1), ss.1-12.
  • DICKSON, Geoff, NAYLOR, Michael ve PHELPS, Sean (2015), “Consumer Attitudes Towards Ambush Marketing”, Sport Management Review, S.18(2), ss.280-290.
  • DUMAIS, Francis (2014), “Top 10 Sponsorship Ambushes”, Elevent Kurumsal Web Sayfası, https://en.elevent.co/blogs/sponsorship/16644081-top-10-sponsorship-ambushes (Erişim Tarihi: 14.04.2022).
  • ELLIS, Dana, SCASSA, Teresa ve SEGUIN, Benoit (2011), “Framing Ambush Marketing as a Legal Issue: An Olympic Perspective”, Sport Management Review, S.14(3), ss.297-308.
  • ESPN (2006), “Omega Extends Olympic Sponsorship”, Espn Kurumsal Web Sayfası, https://www.espn.com/olympics/news/story?id=2446748 (Erişim Tarihi: 14.04.2022).
  • FARRELLY, Francis, QUESTER, Pascale ve GREYSER, Stephen A. (2005), “Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing”, Journal of Advertising Research, S.45(3), ss.339-348.
  • GORDON, Cameron ve CHEAH, Shaun (2014), “The Meanings of Sports Sponsorship Success: Not Just a Transaction But a Relationship”, Available at SSRN 2393789, ss.1-20.
  • GOUGH, Christina (2021), “Sports Sponsorship - Statistics & Facts”, Statista, https://www.statista.com/topics/1382/sports-sponsorship/#dossierKeyfigures (Erişim Tarihi: 14.04.2022).
  • GROHS, Reinhard ve REISINGER, Heribert (2014), “Sponsorship Effects on Brand Image: The Role of Exposure and Activity Involvement”, Journal of Business Research, S.67(5), ss.1018-1025.
  • GUTTMANN, Amy (2022), “Global Sponsorship Spending from 2007 to 2018”, Statista, https://www.statista.com/statistics/196864/global-sponsorship-spending-since-2007/#:~:text=Sponsorship%20has%20slowly%20been%20increasing,with%2014.8%20billion%20U.S.%20dollars (Erişim Tarihi: 14.04.2022).
  • HARTLAND, Trevor ve SKINNER, Heather (2005), “What is Being Done to Deter Ambush Marketing? Are These Attempts Working?”, International Journal of Sports Marketing and Sponsorship, S.6(4), ss.26-36.
  • HOEK, Janet (2005), “Ambush Marketing: Research and Management Implications”, Global Sport Sponsorship (Ed. J. Amis, T.B. Cornwall), Berg Publisher, Oxford, ss.207-224.
  • HOEK, Janet ve GENDALL, Philip (2002), “Ambush Marketing: More Than Just a Commercial Irritant?” Entertainment Law, S.1(2), ss.72–91.
  • IVARSSON, Cecilia ve JOHANSSON, Malin (2004), “Sport Sponsorship: As a Promotional Tool”, Bachelor's Thesis, Luela University of Technology, Norrbetten.
  • JAMES, Ryan (2021), “Sports and Ambush Marketing”, Khuranaandkhurana, https://www.khuranaandkhurana.com/2021/09/20/sports-and-ambush-marketing/ (Erişim Tarihi: 14.04.2022).
  • JOSEPH, Seb (2013), “Vodafone ends McLaren F1 Sponsorship”, Marketing Week, https://www.marketingweek.com/vodafone-ends-mclaren-f1-sponsorship/ (Erişim Tarihi: 14.04.2022).
  • KUMAR, Ashutosh ve TRIPATHI, Vibhuti (2013), “Conquering the Spiralling Sponsorships Through Ambush Marketing”, Tenth AIMS International Conference on Management, ss.2349-2358.
  • LANGE, David (2021), “Olympic Games Revenue from Domestic Sponsorships from 1996 to 2016”, Statista, https://www.statista.com/statistics/274449/marketing-revenue-of-olympic-games-from-domestic-sponsorships/ (Erişim Tarihi: 14.04.2022).
  • LARDINOIT, Thierry ve DERBAIX, Christian (2001), “Sponsorship and Recall of Sponsors”, Psychology &Marketing, S.18(2), ss.167–190.
  • McDANIEL, Stephen R. ve KINNEY, Lance (1998), “The Implications of Recency and Gender Effects in Consumer Response to Ambush Marketing”, Psychology & Marketing, S.15(4), ss.385-403.
  • MEENAGHAN, Tony (1998), “Ambush Marketing: Corporate Strategy and Consumer Reaction”, Psychology and Marketing, S.15(4), ss.305-322.
  • MELOVIC, Boban, ROGIC, Suncica, SMOLOVIC, Julija Cerovic, DUDIC, Branislav ve GREGUS, Michal (2019), “The Impact of Sport Sponsorship Perceptions and Attitudes on Purchasing Decision of Fans as Consumers: Relevance for Promotion of Corporate Social Responsibility and Sustainable Practices” Sustainability, S.11, 6389, ss.1-16.
  • MORGAN, Ashlee, TAYLOR, Tracy ve ADAIR, Daryl (2020), “Sport Event Sponsorship Management from the Sponsee’s Perspective”, Sport Management Review, S.23(5), ss.838-851.
  • NUFER, Gerd (2016), “Ambush Marketing in Sports: An Attack on Sponsorship or Innovative Marketing?”, Sport, Business and Management, S.6(4), ss.476-495.
  • O'SULLIVAN, Paul ve MURPHY, Patrick (1998), “Ambush Marketing: The Ethical Issues”, Psychology & Marketing, S.15(4), ss.349-366.
  • PAYNE, Michael (1998), “Ambush Marketing: The Undeserved Advantage”, Psychology & Marketing, S.15(4), ss.323-331.
  • PIATKOWSKA, Monika, ZYSKO, Jolanta ve GOCLOWSKA, Sylwia (2015), “A Systematic Literature Review on Ambush Marketing in Sport”, Physical Culture and Sport, S.66(1), ss.14-27.
  • PITT, Leyland, PARENT, Michael, BERTHON, Pierre ve STEYN, Peter G. (2010), “Event Sponsorship and Ambush Marketing: Lessons from the Beijing Olympics”, Business Horizons, S.5(3), ss.281-290.
  • PORTLOCK, Adam ve ROSE, Susan (2009), “Effects of Ambush Marketing: UK Consumer Brand Recall and Attitudes to Official Sponsors and Non-Sponsors Associated with the FIFA World Cup 2006”, International Journal of Sports Marketing and Sponsorship, S.10(4), ss.2-17.
  • PREUSS, Holger, GEMEINDER, Kai ve SEGUIN, Benoit (2008), “Ambush Marketing in China: Counterbalancing Olympic Sponsorship Efforts”, Asian Business & Management, S.7, ss.243–263.
  • REUTERS (2022), “Oracle's Red Bull F1 Title Sponsorship Deal Worth $300 Million”, Reuters Kurumsal Web Sayfası, https://www.reuters.com/lifestyle/sports/oracles-red-bull-f1-title-sponsorship-deal-worth-300-mln-sources-2022-02-11/ (Erişim Tarihi: 14.04.2022).
  • RYAN, Carol (2019), “Olympic Games Are Getting More Competitive for Advertisers”, Wsj, https://www.wsj.com/articles/olympic-games-are-getting-more-competitive-for-advertisers-11561458915 (Erişim Tarihi: 14.04.2022).
  • SCASSA, Teresa (2011), “Ambush Marketing and the Right of Association: Clamping Down on References to That Big Event with All the Athletes in a Couple of Years”, Journal of Sport Management, S.25, ss.354-370.
  • SCHMITZ, Jason K. (2005), “Ambush Marketing: The Off-Field Competition at the Olympic Games”, Northwestern Journal of Technology and Intellectual Property, S.3(2), ss.203-208.
  • SCORE AND CHANGE (2021), “FIFA Club World Cup: Prize Money, Sponsors, Attendance and More”, Crore and Change Kurumsal Web Sayfası, https://www.scoreandchange.com/fifa-club-world-cup/ (Erişim Tarihi: 14.04.2022).
  • SEGUIN, Benoit ve O'REILLY, Norman J. (2008), “The Olympic Brand, Ambush Marketing and Clutter”, International Journal of Sport Management and Marketing, S.4(1), ss.62-84.
  • SEGUIN, Benoit, LYBERGER, Mark, O'REILLY, Norm ve McCARTHY, Larry (2005), “Internationalising Ambush Marketing: A Comparative Study”, International Journal of Sports Marketing and Sponsorship, S.6(4), ss.216-229.
  • SHANI, David ve SANDLER, Dennis M. (1998), “Ambush Marketing: Is Confusion to Blame for the Flickering of the Flame?”, Psychology & Marketing, S.15(4), ss.367–383.
  • SPORTSPRO MEDIA (2019), “Report: Inter Milan Enter Pirelli Talks Looking for Increased Sponsorship Fee”, AportsPro Media Kurumsal Web Sayfası, https://www.sportspromedia.com/news/inter-milan-pirelli-talks-increased-sponsorship/#:~:text=The%20club%20have%20partnered%20with,with%20Europe's%20other%20top%20clubs (Erişim Tarihi: 14.04.2022).
  • TOWNLEY, Stephen, HARRINGTON, Dan ve COUCHMAN, Nicholas (1998), “The Legal and Practical Prevention of Ambush Marketing in Sports”, Psychology & Marketing, S.15(4), ss.333-348.
  • TRIPODI, John A. ve SUTHERLAND, Max (2000), “Ambush Marketing - An Olympic Event”, The Journal of Brand Management, S.7(6), ss.412-422.
  • TSORDIA, Charitomeni, PAPADIMITRIOU, Dimitra A ve PARGANAS, P. (2018), “The Influence of Sport Sponsorship on Brand Equity and Purchase Behavior,” Journal of Strategic Marketing, S.26(1), ss.85-105.
  • WHITEHEAD, Jennifer (2005), “Adidas Extends World Cup Sponsorship in $350m Deal”, Campaignlive, https://www.campaignlive.co.uk/article/adidas-extends-world-cup-sponsorship-350m-deal/232907 (Erişim Tarihi: 14.04.2022).
  • YUN, Lira, KIM, Kihan ve CHEONG, Yunjae (2020), “Sports Sponsorship and the Risks of Ambush Marketing: The Moderating Role of Corporate Reputation in the Effects of Disclosure of Ambush Marketers on Attitudes and Beliefs Towards Corporations”, International Journal of Advertising, S.39(7), ss.921-942.
Toplam 53 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme , Turizm (Diğer)
Bölüm Makaleler
Yazarlar

Yasemin Gedik 0000-0002-1166-3227

Yayımlanma Tarihi 31 Ağustos 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 5 Sayı: 2

Kaynak Göster

APA Gedik, Y. (2022). Sporda Tuzak Pazarlama: Kavramsal Bir Çerçeve. Uluslararası Yönetim Akademisi Dergisi, 5(2), 458-468. https://doi.org/10.33712/mana.1135005