Sponsorship of major sporting and cultural events has become a major tool for marketing communications, especially when firms obtain exclusive rights and garner excitement associated with this honor. Simultaneously ambush marketing is defined as competitors attempt to use the event has also increased in popularity. This article describes what is known as a matter of Li Ning, the chief sponsor of the Olympic Adidas was ambushed less known Chinese sportswear company Li Ning, whose namesake founder was the most decorated Chinese Olympian and who lit the Olympic flame at the 2008 Beijing Olympics. Data collected immediately after the closing of the Games in Beijing isolates that we call Ning Li-effect or being incorrectly identified as an official sponsor and the positive effect it has on brand attitude measures and recommendations likelihood. As in this paper, seven lessons of ambush marketing can be derived from the case of Li Ning, which sponsors and those who are considering the possibility of sponsorship may wish to learn. "Hide
by Leyland Pitt, Michael parents, Pierre R. Burton, Peter G. Stein Source: Business Horizons 10 pages. Publication Date: May 15, 2010. Prod. #: BH387-PDF-ENG
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