A Systematic Literature Review on Ambush Marketing in Sport

被引:3
作者
Piatkowska, Monika [1 ]
Zysko, Jolanta [2 ]
Goclowska, Sylwia [1 ]
机构
[1] Josef Pilsudski Univ Phys Educ Warsaw, Warsaw, Poland
[2] Warsaw Sch Tourism & Hospitality Management, Warsaw, Poland
关键词
systematic review; marketing; ambush marketing; sport; mega-events;
D O I
10.1515/pcssr-2015-0002
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:14 / 27
页数:14
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