Aytaç, Muhammed Bilgehan2021-06-282021-06-282021https:/dx.doi.org/10.1108/MIP-05-2020-0235https://hdl.handle.net/20.500.12451/8209Purpose This study explores why consumers view ambush marketing as an ethical marketing approach. Design/methodology/approach A 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. Findings Three 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 implications Findings of the current study suggest considerable implications both for businesses that deal with sponsorship and for organizing committees. Originality/value The 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.eninfo:eu-repo/semantics/openAccessAmbush MarketingDark CharismaMachiavellianismRobin Hood EffectConsumer EthicsArticle39348549910.1108/MIP-05-2020-0235N/AWOS:000586720700001Q3