AMBUSH MARKETING - CORPORATE-STRATEGY AND CONSUMER REACTION

Commercial sponsorship has grown significantly as a method of marketin g communications; however, the practice of ambush marketing, whereby c orporations, often direct competitors of official sponsors, seek low-c ost association with major sporting events, is a related development, arguably to the detriment of both official sponsors and event owners. This article examines the phenomenon of ambush marketing and the main strategies employed by ambushing companies as well as seeking to explo re consumer reaction to the practice of ambush marketing. Consumer rea ction is examined under two broad headings: the effectiveness of ambus h marketing and consumer attitudes to the practice of ambush marketing . (C) 1998 John Wiley & Sons, Inc.