The effectiveness of sponsorship and ambush marketing as sports event marketing tools (2013)
what are the effects of sponsorship and ambush marketing as dimensions of sports event marketing on financial and non-financial business outcomes?
This bachelor thesis offers a literature review in the field of sports event marketing and its potential to contribute to business outcomes. The main focus is based on the effectiveness of sponsorship and ambush marketing since they raised as innovative marketing tools different from the traditional communication mix (Wohlfeil & Whelan, 2005). The problem statement is defined as follows: what are the effects of sponsorship and ambush marketing as dimensions of sports event marketing on financial and non-financial business outcomes?
Literatuurverwijzing: Rodel, B. (2013). The effectiveness of sponsorship and ambush marketing as sports event marketing tools: what are the effects of sponsorship and ambush marketing as dimensions of sports event marketing on financial and non-financial business outcomes?. Amsterdam: Vrije Universiteit Amsterdam.