Ambush marketing in sports: the role of sponsorship avoidance of events or athletes on brand attitude

Abis, Arianna (A.A. 2021/2022) Ambush marketing in sports: the role of sponsorship avoidance of events or athletes on brand attitude. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 72. [Master's Degree Thesis]

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Abstract/Index

Ambush marketing in general. Ambush marketing in sports. Ambush strategies and typologies. Legal and ethical issues. Perceptions and user sentiment. Event-associated Ambush marketing. Sportsperson associated Ambush marketing. Other significant examples. Research design. The analysis. Discussion.

References

Bibliografia: pp. 69-72.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair: Web analytics e marketing
Thesis Supervisor: De Angelis, Matteo
Thesis Co-Supervisor: Tedeschi, Piermario
Academic Year: 2021/2022
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 17 Nov 2022 10:30
Last Modified: 17 Nov 2022 10:30
URI: https://tesi.luiss.it/id/eprint/33918

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