Sponsorship and Ambush Marketing Effectiveness: A Field-experimental Analysis of Print and Online Advertisements
- Publication Type
- Journal contribution (peer reviewed)
- Authors
- Frey, R., Büttgen, M.
- Year of publication
- 2014
- Published in
- Proceedings of the 43rd EMAC
- Conference name
- EMAC
- Conference location
- Valencia, Spain
- Conference date
- June 3-6, 2014
Involved persons
Involved institutions
- Business Administration: Corporate Management
- Institute of Marketing & Management
- University of Hohenheim
- Faculty of Business, Economics and Social Sciences
- Faculties