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Type: Journal article
Title: Un cadre d'analyse de l'efficacité persuasive du pseudo-parrainage
Other Titles: Un cadre d'analyse de l'efficacite persuasive du pseudo-parrainage
Author: Mazodier, M.
Quester, P.
Citation: Revue Francaise du Marketing, 2008; 217(2/5):63-74
Publisher: Adetem
Issue Date: 2008
ISSN: 0035-3051
Statement of
Mazodier Marc and Quester Pascale
Abstract: Le pseudo-parrainage est une activité marketing encore mal connue mais en plein développement. Cette recherche a pour but de clarifier la définition de ce moyen de communication et de donner un cadre d'analyse pour en mesurer l'efficacité. Afin d'y parvenir, nous nous aidons d'une synthèse critique de la littérature sur la publicité trompeuse, qui présente certaines similarités. Au terme de cette synthèse, nous identifions plusieurs voies de recherche. = Although little is known about it, Ambush Marketing is a marketing technique experiencing substantial growth. The purpose of this research is to define this communication tool and to provide a conceptual framework in order to evaluate its effectiveness. In order to do so, we undertake a critical review of the literature on deceptive advertising, which presents some conceptual similarities. We finally identify some directions for future research.
Keywords: Pseudo-parrainage; Parrainage; Publicite trompeuse; Pseudo-parrainage involontaire
Ambush Marketing; Sponsorship; Deceptive advertising; Incidental ambush effects
Description: Abstract and keywords also in English. Title in English = The effectiveness of ambush marketing: a conceptual framework
Rights: Copyright of Revue Française du Marketing is the property of Adetem and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use.
Appears in Collections:Aurora harvest
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