ABSTRACT
It is more than obvious that ambush marketing operates in a grey area somewhere between permissible and prohibited actions and between fair and unfair competition (Nufer, Cherkeh and Banke 2012). Therefore, an evaluation of ambush marketing must necessarily apply legal as well as ethical–moral standards (see Figure 6.1). Evaluation of ambush marketing https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203371282/63126a61-6ffb-4e8d-9603-f8d712cc8faa/content/fig6_1_B.tif" xmlns:xlink="https://www.w3.org/1999/xlink"/>
