Sökning: "Ambush marketing"

Visar resultat 1 - 5 av 8 uppsatser innehållade orden Ambush marketing.

  1. 1. Ambush Branding: A reconceptualization of ambush marketing from the ambusher’s perspective

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Wouter Bruin; Viktor Sandberg; [2020]
    Nyckelord :Ambush branding; ambush marketing; sponsorship; brand identity; ethics; Business and Economics;

    Sammanfattning : 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. LÄS MER

  2. 2. OS i missbruk av dominerande ställning - En konkurrensrättslig analys av SOK:s riktlinjer beträffande marknadsföring under den olympiska perioden

    Uppsats för yrkesexamina på avancerad nivå, Lunds universitet/Juridiska institutionen; Lunds universitet/Juridiska fakulteten

    Författare :Ask Forssblad; [2020]
    Nyckelord :EU-rätt; konkurrensrätt; idrottsjuridik; marknadsrätt; Law and Political Science;

    Sammanfattning : The Swedish Olympic Committee's (SOC) guidelines ”Olympic properties and marketing – Information to Federations (NFs), athletes and coaches before the Tokyo 2020 OG” regulates the commercial opportunities for athletes, NFs and non-Olympic partners during and in connection with the 2020 Summer Olympics in Tokyo. The guidelines are issued in accordance with bye-law 3 to Rule 40 of the Olympic Charter and The International Olympic Committee's (IOC) general principles for marketing activities, and particularly restrict Swedish athletes’ generic commercial activities (i. LÄS MER

  3. 3. Attitudes towards the (UN)official sponsor : ‘Cultural factors' impact on consumers' attitudes towards ambush marketing

    Kandidat-uppsats, Högskolan Kristianstad/Sektionen för hälsa och samhälle; Högskolan Kristianstad/Sektionen för hälsa och samhälle

    Författare :Jens Fredriksson; Henrik Rosenborg; [2016]
    Nyckelord :Marketing Communication; Ambush Marketing; Consumers’ attitudes; Sponsorship; Cultural factors;

    Sammanfattning : 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. LÄS MER

  4. 4. Ambush Marketing From a Swedish Consumer Perspective : Spectators and Fanatics Opinion Towards companies' ´Free Riding´Strategy

    Kandidat-uppsats, Högskolan Kristianstad/Sektionen för hälsa och samhälle; Högskolan Kristianstad/Sektionen för hälsa och samhälle

    Författare :Isabel Olguin Jidebom; Elizabeth Zhang; [2014]
    Nyckelord :Ambush marketing; Sponsorship; Consumer opinion; Consumer Behavior; Sport Games;

    Sammanfattning : 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. LÄS MER

  5. 5. Guerrilla Marketing : Eye catching activities online

    Kandidat-uppsats, Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET); Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET); Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

    Författare :Robert Munkhammar; Ellen Andersson; Johan Gustafsson; [2014]
    Nyckelord :Online marketing; Guerrilla marketing; Ambient marketing; Ambush marketing; Viral marketing; The Millennials;

    Sammanfattning : 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. LÄS MER