RT Journal Article SR Electronic T1 Ambush Marketing Is Dead; Long Live Ambush Marketing JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2017-010 DO 10.2501/JAR-2017-014 A1 Nicholas Burton A1 Simon Chadwick YR 2017 UL http://www.journalofadvertisingresearch.com/content/early/2017/03/29/JAR-2017-014.abstract AB Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective. This study proposes a new definition of ambushing and typology of three types of ambush marketing strategy: incursion, obtrusion, and association. Each type is defined and explored, and the significance and implications for sponsors, event owners, and ambushers are examined, providing new insight into the nature and impact of ambushing for industry stakeholders.