A Systematic Literature Review on Ambush Marketing in Sport
Bibliographic Data
| ID | 12965943 |
|---|---|
| Authors | Monika Piątkowska (0000-0003-3844-550X, Józef Piłsudski University of Physical Education in Warsaw, corresponding author), Jolanta Żyśko (0000-0003-4033-1464, Vistula School of Hospitality), Sylwia Gocłowska (0000-0003-3675-5096, Józef Piłsudski University of Physical Education in Warsaw) |
| Year | 2015 |
| Volume | 66 |
| Issue | 1 |
| Pages | 14-27 |
| Publication date | 2015-05-26 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Physical Culture and Sport Studies and Research (JOURNAL) |
| Journal identifiers | ISSN: 1899-4849 • E-ISSN: 2081-2221 |
| Publisher | De Gruyter Open (PUBLISHER • PL) |
| DOI | 10.1515/pcssr-2015-0002 |
| OpenAlex | W1441063347 |
| Language | EN |
| Citations received | 1 |
| References cited | 3 |
The aim of the paper was to outline and evaluate the existing scientific achievements regarding the phenomenon of ambush marketing in sport, mark the dominating problematic areas, and create a literature database for the purposes of further research. The systematic literature review was conducted in the following stages: planning and conducting the review, analysis, and description of the results. The preliminary analysis included a combined number of 21,176 studies published between 1984-2013 in journals, books, and other sources included in analyzed databases, chosen using a meta-keyword: ambush. Analysis of the subject literature on the phenomenon of ambush marketing in sport allows for the classification of the works into three dominating research areas: identification of ambush marketing phenomenon, identification of the influence of ambush marketing practices on consumers, and identification of counter-ambush strategies. This review indicates the need for secondary research in social sciences in a more systematic way and more rigorously than it was done until now
Advertising · Ambush marketing · Business · Data science · Identification (biology · Library science · Phenomenon · Political science · Scientific literature · Subject (documents · Systematic review · Computer Science · Consumer Behavior in Brand Consumption and Identification · Sport and Mega-Event Impacts · Sports, Gender, and Society
| Unique citing works | 1 |
|---|---|
| Citations per year | 0,1 |
| Citation span | 2016 - 2016 (1) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 1 |