Jessica R Braunstein-Minkove
Biographic Data
| ID | 9773122 |
|---|---|
| NAME | Jessica R Braunstein-Minkove |
| GIVEN NAMES | Jessica R |
| FAMILY NAME | Braunstein-Minkove |
| SIGNATURE | BRAUNSTEIN-MINKOVE J R |
| AFFILIATIONS | 1Towson University |
| VERIFIED | No |
| TOTAL WORKS | 2 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 2 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2020 |
| LATEST PUBLICATION YEAR | 2021 |
| H-INDEX | 0 |
Ambush Marketing Via Social Media
This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors…
Relationship Marketing
Relational perspectives have influenced marketing theory and practice over the past 40 years, with a volume of relationship marketing (RM) research accumulating over this time. In sport management specifically, a number of RM research articles have been published since the late 1990s. Although an influx has been seen, a review of said literature informs us that RM is a diverse field with no single best explanation, no clear domain and scope, and …
No prominent works on this page.
Relationship Marketing
Relational perspectives have influenced marketing theory and practice over the past 40 years, with a volume of relationship marketing (RM) research accumulating over this time. In sport management specifically, a number of RM research articles have been published since the late 1990s. Although an influx has been seen, a review of said literature informs us that RM is a diverse field with no single best explanation, no clear domain and scope, and …
Ambush Marketing Via Social Media
This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors…
Business (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Marketing (2 works) · Marketing management (2 works) · Political science (2 works) · Relationship marketing (2 works) · Sports marketing (2 works) · Advertising (1 work) · Ambush marketing (1 work) · Competitor analysis (1 work)