Ambush marketing vs. official sponsorship: is the international I.P. an unfair competition regime a good referee?

Ambush marketing is a practice that will usually occurs in large-scale events, is not a sponsor seeks to gain benefits of brand exposure and awareness in a context that it would otherwise be available only to official sponsors. This paper addresses why and to what extend ambush marketing be contrast...

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Bibliographic Details
Main Author: Pardo Amézquita, Diego
Format: Article
Language:Spanish
Published: 2016
Subjects:
Intellectual Property
Trademarks
Copyright
Unfair Competition
Parasitic Marketing
Ambush Marketing
Business of Sports
Mass Events
Sponsorships
Online Access:https://dialnet.unirioja.es/servlet/oaiart?codigo=5610002
Source:Revista la propiedad inmaterial, ISSN 1657-1959, Nº. 21, 2016 (Ejemplar dedicado a: Enero-Junio), pags. 5-24
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Ambush marketing vs. official sponsorship: is the international I.P. an unfair competition regime a good referee?
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