PT  - JOURNAL ARTICLE
AU  - Francis Farrelly
AU  - Pascale Quester
AU  - Stephen A. Greyser
TI  - Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing
AID  - 10.1017/S0021849905050348
DP  - 2005 Sep 01
TA  - Journal of Advertising Research
PG  - 339--348
VI  - 45
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/45/3/339.short
4100  - http://www.journalofadvertisingresearch.com/content/45/3/339.full
SO  - J Advert Res2005 Sep 01; 45
AB  - This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co-branding objectives sought from the relationship, ambush is not necessarily as dangerous to sponsors as it has been in the past. Sponsors can use ambushers' attacks to their advantage by drawing attention to issues of legitimacy, by enhancing brand or corporate authenticity, and by appealing to consumers increasingly wary of disingenuous brands. Our findings confirm the potential to approach the sponsorship relationship as a co-marketing alliance to optimize co-branding objectives and to negate the effects of ambush.