A Systematic Literature Review on Ambush Marketing in Sport

• Authors: Monika Piątkowska , Jolanta Żyśko , Sylwia Gocłowska
• Languages of publication: EN

Abstracts

EN

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.

Keywords

EN

Systematic review; marketing; ambush marketing; sport; mega-events

• Publisher: De Gruyter Open
• Journal: Physical Culture and Sport. Studies and Research
• Year: 2015
• Volume: 66
• Issue: 1
• Pages: 14-27

Dates

published

1 - 6 - 2015

online

10 - 7 - 2015

Contributors

author

Monika Piątkowska

• Josef Pilsudski University of Physical Education in Warsaw, Poland

author

Jolanta Żyśko

• Warsaw School of Tourism and Hospitality Management, Poland

author

Sylwia Gocłowska

• Josef Pilsudski University of Physical Education in Warsaw, Poland

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Identifiers

DOI

10.1515/pcssr-2015-0002