Framing ambush marketing as a legal issue: An Olympic perspective

被引：23
作者：
Ellis, Dana [1 ]
Scassa, Teresa [1 ]
Seguin, Benoit [1 ]
机构：
[1] Univ Ottawa, Ottawa, ON K1N 6N5, Canada
来源：
SPORT MANAGEMENT REVIEW | 2011年 / 14卷 / 03期
关键词：
Ambush marketing; Legislation; Trademarks; Brand management; Olympic Games; Olympic marketing; Vancouver Winter Olympic Games; SPONSORSHIP; CONFUSION;
D O I：
10.1016/j.smr.2011.02.002
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This paper examines the emerging trend of host countries using legislation to protect the Olympic brand and control ambush marketing. More specifically, it will discuss Canada's Olympic and Paralympic Marks Act in depth. Issues related to framing ambush marketing as a legal issue as opposed to a business issue are examined. The consequences of placing ambush marketing in a legal context are considered from a legal and a business management perspective. (C) 2011 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.
引用
收藏
页码：297 / 308
页数：12
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