PurposeThis study explores why consumers view ambush marketing as an ethical marketing approach.Design/methodology/approachA qualitative study was devised to investigate what ambush marketing means to those consumers who find it ethical or are not annoyed by it. Data were collected via focus groups.FindingsThree main themes emerged from the data analyses. The most dominant theme was Machiavellianism. Favorable evaluations of ambush marketing lean on a Machiavellistic understanding. The second was the Robin Hood effect, which is observed when the ambusher is a smaller or local brand. In the third theme, ambush attacks are considered as charismatic or enjoyable action, in what is termed dark charisma.Practical implicationsFindings of the current study suggest considerable implications both for businesses that deal with sponsorship and for organizing committees.Originality/valueThe extant literature on consumers' attitudes toward ambush marketing mostly focuses on ethical issues and/or the effectiveness of ambush marketing (i.e. harm to official sponsors), using qualitative techniques. However, the literature is devoid of studies exploring consumers' perception on ambush marketing, and more specifically, explanations of what is ethical and unethical from consumers' point of view. To best of the author's knowledge, it is the first study that seeks an explanation about consumers' positive evaluation of ambush marketing.

As one of the essential elements of culture, the role of religiosity in consumer behavior has long been established and number of consumer research on Muslim individuals has been increasing rapidly in recent years. With the rapid increase of the Muslim population and the developing welfare level of the Islamic countries, it is observed that Islamic luxury consumption has also become widespread too. In this chapter, it is aimed to determine the conceptual framework of Islamic luxury consumption together with current trends. Three halal concepts which are considered as include more explicit examples of Islamic luxury are chosen and analyzed: halal fashion, halal cosmetics, and halal tourism. Throughout the text and in the conclusion part, it is aimed to create insights for marketers who interested in Islamic luxury.

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Although consumer behavior literature has analyzed narcissistic consumers in detail, little is known about their post‐purchase attitudes and behaviors. With the help of the grounded theory approach, this study investigates the post‐purchase attitudes and behaviors of consumers higher in narcissism. Findings suggest that narcissistic consumers do not ruminate and thus do not feel regret about their consumption preferences. They strive to stay distinct in their product and brand preferences and hence readily engage in brand‐switching behavior. Also, they are not eager to talk about product and brand preferences and react adversely to criticism of their choices. Overall the study finds that narcissistic attitudes negatively affect brand loyalty and word‐of‐mouth intentions. Findings are discussed alongside other theoretical explanations and empirical findings.

ÖzGünümüzde büyük organizasyonlara özellikle Olimpiyatlar gibi dev sportif etkinliklere sponsor olma maliyeti uç noktalara ulaşmış durumdadır. Firmalar arası yoğun tutundurma rekabeti bu alanda da kendini göstermeye başlamış ve sponsorluğu tehdit eden sinsi veya diğer bir deyişle tuzak pazarlama kavramını doğurmuştur. Etik ve hukukî yönü yıllarca tartışılan sinsi pazarlamanın bu çalışmada kavramsal çerçevesi alanyazın taramasıyla çizilmeye çalışılmıştır. Sinsi, tuzak, parazit ve uyanık ifadeleri tartışılmıştır. Kavramın daha iyi anlaşılabilmesi için bugüne kadar gerçekleştirilmiş olan çe-şitli sinsi pazarlama örnekleri kronolojik olarak derlenmiştir. Alanyazında doğrudan sinsi pazarlamayı konu alan yayınların bulguları üç bölümde incelenmiştir; sinsi pazarlamayla mücadeleyle stratejileri, firmaların sinsi pazarlamayla ilişkisi ve tüketicilerin sinsi pazarlama algısı. Çalışmanın sonuç kıs-mında alanyazın taramasından sağlanan bulgular tartışılmış ve ileride yapılacak çalışmalarla ilgili bazı noktalara dikkat çekilmiştir. Çalışmanın son zamanlarda birçok büyük etkinliklere ev sahipliği yapan ve aday olan Türkiye' de bu konunun yasallığı üzerine çalışacak gerek hukukçulara gerekse spor pazarlaması alanında yatırım yapmayı düşünen işletmecilere faydalı olması umulmaktadır.