Ambush Marketing in Sports: A Conceptual Framework

Yıl 2022, , 458 - 468, 31.08.2022

Yasemin Gedik

https://doi.org/10.33712/mana.1135005

Öz

Sponsorship is defined as a cash or in-kind fee paid for accessing the commercially usable potential of an event, for reasons such as sports, arts, entertainment. Ambush marketing was first used at the 1984 Los Angeles Summer Olympics and emerged as a major threat to sponsorship. The term ambush marketing refers to an attempt to capitalize on an event's reputation and popularity without paying any sponsorship fees, or deliberate efforts to undermine a rival's interest in an event. The goal of ambush marketing is to confuse consumers, undermine rival activities, and to associate the business brand with the event in the minds of the target audience at no cost to the event organizers. This study focuses on creating a conceptual framework for ambush marketing in sports. In addition, the study aims to help business managers by examining ambush marketing strategies and methods that can be used to prevent ambush marketing.

Anahtar Kelimeler

Ambush Marketing, Ambush Marketing Strategies, Ethics, Avoid Ambush Marketing

Sporda Tuzak Pazarlama: Kavramsal Bir Çerçeve

Öz

Sponsorluk, spor, sanat, eğlence gibi nedenlerle bir etkinliğin ticari olarak kullanılabilir potansiyeline erişim karşılığında ödenen nakit veya ayni ücret olarak tanımlanmaktadır. Tuzak pazarlama, ilk kez 1984 Los Angeles Yaz Olimpiyatları’nda kullanılmış ve sponsorluğa büyük bir tehdit olarak ortaya çıkmıştır. Tuzak pazarlama terimi, herhangi bir sponsorluk ücreti ödemeden bir etkinliğin itibarından ve popülaritesinden yararlanma girişimi ya da bir etkinlikle ilgili rakip işletmenin ilgisini zayıflatmak için kasıtlı çabaları ifade etmektedir. Tuzak pazarlamada amaç, tüketicilerde kafa karışıklığı yaratmak, rakibin faaliyetlerini baltalamak ve etkinlik organizatörlerine herhangi bir ücret ödemeden hedef kitlenin zihninde işletme markasını söz konusu etkinlikle ilişkilendirmektir. Bu çalışma, sporda tuzak pazarlama ile ilgili kavramsal bir çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, tuzak pazarlama stratejileri ve tuzak pazarlamayı önlemek için kullanılabilecek yöntemleri de inceleyerek işletme yöneticilerine yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

Tuzak Pazarlama, Tuzak Pazarlama Stratejileri, Etik, Tuzak Pazarlamayı Önleme

Kaynakça

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