ABSTRACT
The objective of this study was to discuss the tangibly existing phenomenon of ambush marketing from a scientific perspective and to conduct empirical research on its impact. In the fundamental Chapter 2 of this study, ambush marketing was extensively characterised as an alternative to sports event sponsorship and categorised as an instrument of guerrilla marketing. Chapter 3 served the purpose of describing selected examples of ambush marketing in practice. In order to structure the strategies and manifestations of ambush marketing, a new, integrated structuring model was developed in Chapter 4 that resulted in producing the most comprehensive systematisation of the range of ambush marketing, including 21 differentiated cases that can be subsumed in diverse categories and case groups. As a result of the analysis of the consequences in Chapter 5 , the interdisciplinary evaluation in Chapter 6 and the contemplation of approaches for the prevention of ambush marketing in Chapter 7 , it became abundantly clear that neither the use of legal–statutory powers nor the argumentation in terms of ethical–moral principles would be capable of completely eliminating ambush marketing in the future. Chapter 8 dealt with an empirical examination of the impact of ambush marketing. A total of over 2,000 teenagers aged 13 to 18 years were interviewed. Comprehensive analyses were conducted to ascertain the effects of ambush marketing. Chapter 9 discussed the tension-fraught relationship that exists between the interests of organisers in monopolising the marketing rights of a sports event with the advertising freedom of companies seeking to use sports events in their advertising without making a contribution as sponsors.
