Zugl.: Dresden, Techn. Univ., Magisterarbeit

Zugl.: Chemnitz, Techn. Univ., Diss., 2009

As one of the top topics in both scholarly and practical fields of sport sponsorship, ambush marketing research usually focuses on protection of the sports sponsor’s rights. Since five years after the 2008 Games, how China performs sponsor protection record after the Olympics should be evaluated. In response to the question, the investigator conducted a qualitative study involving 11 semi-structured interviews of subject-matter experts from various types of organizations in China and an archive content analysis. The interviews aimed at revealing further insights into how ambush campaigns are perceived within China as well as to further its possible sociological and economical causes. Results revealed that although ambush marketing was regulated during the 2008 Olympics, it is still common in China. The current situation of ambush marketing in China is shaped by five factors including: (1) media, (2) legal system, (3) government relationships, (4) event organizers’ experience, and (5) contemporary culture.

Titel:                                       Leverera mera – En fallstudie på Volvo Trucks   Författare:                                              Erik Bylund & Johan Kristensson   Handledare:                                             Ulf Aagerup   Nivå:                                       Kandidatuppsats, Internationell Marknadsföring (15hp), VT 2014.   Nyckelord:                                               Sponsring, Leveraging och Ambush Marketing   Problemformuleringar:        - Hur använder Volvo Trucks leveraging i samband med deras sponsorskap? - Hur motverkar Volvo Trucks Ambush Marketing i samband med deras sponsorskap?                                             Syfte:                                      Syftet med uppsatsen är att undersöka och beskriva hur ett aktivt sponsrande multinationellt företag på B2B-marknaden använder sig av leveraging i samband med deras sponsorskap för att öka nyttan av deras investering. Vi vill även undersöka undersöka och beskriva hur de motverkar Ambush Marketing i samband med deras sponsorskap för att skydda deras investering.                       Teoretisk referensram:         Kapitlet inleds med grundläggande teorier kring sponsorskap för att sedan gå vidare till beskrivning av termerna leveraging och Ambush Marketing.   Metod:                                    Fallstudien har genomförts med en kvalitativ undersökningsmetod och en induktiv ansatts. Personliga intervjuer med högt uppsatt och kompetent personal inom Volvo Trucks legat till grund för insamlingen av våra data.   Empiri:                                   Empirin presenterar de kvalitativa intervjuer som gjorts med respondenter inom Volvo Trucks.   Analys:                                   Analysen jämför den insamlade empirin gentemot den teoretiska referensramen.   Slutsats:                                  Volvo Trucks använder sig av en omfattande leveragingstrategi där de genom sin 360-approach försöker vara närvarande på samtliga plan och kanaler. Det finns ett klart fokus på aktiverande leveraging med avsikt att bygga och stärka kundrelationer. Deras övergripande, långsiktiga sponsringsstrategi att äga event och vara titelsponsor ger dem stort inflytande och gör att de kan vara dominanta i sin exponering. Även om Volvo Trucks själva hävdar att deras primära strategi mot Ambush Marketing är att skriva noggranna kontrakt menar vi att deras övergripande strategier (omfattande leveraging och långvariga titelsponsorskap) också utgör ett viktigt skydd. / Title:                                                                               Leverera mera – En fallstudie på Volvo Trucks   Authors:                                                  Erik Bylund & Johan Kristensson   Advisor:                                                   Ulf Aagerup   Level:                                      Bachelor thesis, International Marketing (15 ECTS), Spring 2014   Keywords:                                               Sponsoring, Leveraging, Ambush Marketing   Problem:                                - How do Volvo Trucks make use of leveraging in conjunction with their sponsorships? - How do Volvo Trucks counteract Ambush Marketing in conjunction with their sponsorships?   Purpose:                                 The purpose of this paper is to explore and describe how an active multinational sponsor in the B2B market make use of leveraging in conjunction with their sponsorship to increase the benefits of their investment. We also want to investigate and describe how they combat Ambush Marketing in conjunction with their sponsorship to protect their investment.   Method:                                  The study has a qualitative research method with an inductively approach. Interviews with senior and knowledgeable employees within Volvo Trucks have been conducted to provide answers to the problem.   Frame of reference:              The chapter begins with basic theories about sponsorship and then proceed to the description of the terms and leveraging Ambush Marketing.   Empiric:                                 The empirical data presents the qualitative interviews conducted with respondents at Volvo Trucks.   Analysis:                                 The analysis compares the collected empirical data in relation to the theories studied in sponsorship, leveraging and ambush marketing.   Conclusion:                            Volvo Trucks uses a comprehensive leveraging strategy which through their 360 approach tries to be present at all levels and channels. There is a clear focus on activational leveraging with the intent to build and strengthen customer relationships. Their overall long-term sponsorship strategy to own events and titles sponsorship gives them great influence and enables them to be dominant in their exposure. Although Volvo Trucks themselves claim that their primary strategy against Ambush Marketing is to write detailed contracts, we propose that their overall strategies (including leveraging and longstanding title sponsorship) also provides an important protection.

Zugl.: Bayreuth, Univ., Diss., 2007

Zugl.: Düsseldorf, Universiẗat, Diss., 2008.

No description available.

As one of the top topics in both scholarly and practical fields of sport sponsorship, ambush marketing research usually focuses on protection of the sports sponsor’s rights. Since five years after the 2008 Games, how China performs sponsor protection record after the Olympics should be evaluated. In response to the question, the investigator conducted a qualitative study involving 11 semi-structured interviews of subject-matter experts from various types of organizations in China and an archive content analysis. The interviews aimed at revealing further insights into how ambush campaigns are perceived within China as well as to further its possible sociological and economical causes. Results revealed that although ambush marketing was regulated during the 2008 Olympics, it is still common in China. The current situation of ambush marketing in China is shaped by five factors including: (1) media, (2) legal system, (3) government relationships, (4) event organizers’ experience, and (5) contemporary culture.

L’ambush marketing se produit dans les évènements sportifs majeurs comme la Coupe du Monde FIFA et les Jeux Olympiques. Le Guide au public 2019 de la FIFA vise à minimiser la prévalence de l’ambush marketing lors de cet évènement, en indiquant le contenu que les athlètes et les non-sponsors peuvent publier sur leurs comptes Instagram en lien avec la Coupe du Monde FIFA 2019. Le but de cette étude consistait à examiner les tentatives et les tactiques de l’ambush marketing utilisées par les athlètes et les non-sponsors via les médias sociaux, spécifiquement Instagram pendant la Coupe du Monde féminine de football 2019 en France. Méthodes de recherche En utilisant l'analyse de contenu, cette étude a examiné 424 captures d’écran captées sur Instagram des athlètes et des non-sponsors pendant une période de 9 semaines qui couvrait une période de 2 semaines avant, 5 semaines pendant et 2 semaines après la Coupe du Monde féminine de la FIFA 2019. Nous avons utilisé le logiciel (ReCal inter-coder), pour vérifier la fiabilité et la concordance des résultats. La fiabilité inter-codeur a d'abord été calculée en utilisant un pourcentage de concordance de 80,12%. Ensuite, pour tester la coïncidence, les nombres kappa et la variable de score la plus basse était de 70%, ce qui correspondait au seuil fixé pour continuer l’analyse du contenu. Résultats et constatations Malgré le faible pourcentage d’incidence, les athlètes et les non-sponsors ont été engagés dans les activités d’ambush marketing. Au total, 29 cas d’ambush marketing ont été identifiés, 8 par les athlètes et 21 par des non-sponsors. De ces 29 cas, 17 ont été réalisés par photos et 12 par vidéos. Implications - Les athlètes ont joué un rôle dans l’ambush marketing (intentionnellement ou non); - Les règlements du Guide au public 2019 de la FIFA n’ont pas été respectés par certaines athlètes et non-sponsors. - Instagram en tant que plateforme de médias sociaux est utilisée pour les activités d’ambush marketing par des athlètes et des non-sponsors. - La directive publique de la FIFA doit être adaptée et mise à jour sur l'utilisation des hashtags et d'émojis sur Instagram. - La FIFA doit éduquer les athlètes et les fédérations si elle prévoit continuer à établir les règlements détaillés dans ce guide au public pour les athlètes et les non-sponsors.

As sport sponsorship has grown in importance and sophistication over the past three decades, so too have the efforts made by un-associated brands to capitalize on the financial benefits and media value provided by sport. By offering would-be sponsors an alternative means of associating with an event without the substantial expense of securing an official partnership, ambush marketing has become a major threat to the investments made by official sponsors, cluttering the marketing environment surrounding sponsorship and challenging sponsors for consumer attention and awareness. Unfortunately, our understanding of ambushing and its impact on the management of sponsorship programmes has been limited by the predominantly atheoretical, outdated perspective of ambush marketing espoused by commercial rights holders and event organizers. This study presents a conceptual examination of ambush marketing, providing a theoretical investigation of the nature, role, strategy and impact of ambush marketing and a renewed perspective of ambush marketing as a form of marketing communications. Contemporary ambush marketing represents a strategic alternative to official sponsorship, which offers a brand access to consumer attention and awareness by creating an affiliation, whether implicit or explicit, with an event or property. This previously unexplored complexity and diversity has informed the construction and development of a typology of ambush strategy which contemporizes past ambush marketing research and affords new insight into the role and evolution of ambush marketing, and its impact on sport sponsorship management. The development of a theoretical conceptualization of ambush marketing represents an integral step in the advancement of the academic study of ambushing, and affords the opportunity to better understand the impact of ambushing on sponsorship and to further explore the nature of ambush marketing.