期刊名称：Journal of Entrepreneurship, Management and Innovation
印刷版ISSN：2299-7075
电子版ISSN：2299-7326
出版年度：2013
卷号：9
期号：1
页码：157-172
DOI：10.7341/2013919
语种：English
出版社：Nowy Sacz Business School National-Louis University
摘要：Actvites belonging to ambush marketng (parasite marketng) are more and more widely undertaken with regard to subsequent, huge sports events. Therefore, this artcle analyzes the scope of using this form of promoton in the period that preceded the 2012 European Football Championship. A reference has been made to Poland – a country which was a co-host of the championship. On the Polish market, owners of many brands performed actons that aimed at “stealing” image effects which should be achieved only by ofcial sponsors who support such huge tournament (which is considered to be one of the three greatest sports events all around the world – apart from the Summer Olympic Games and the Football World Cup). The artcle has two objectves. First, it describes a concept of promotng selected brands (based on relaton to the EURO 2012), identfying the scope of using ambush marketng forms in relaton to Polish consumers. Second, it presents results of research which illustrates differences in conceiving the brands of both ofcial sponsors and those – to whom one can atribute a name of ambushers.
