Message personalization and real-time adaptation as next innovations in sport sponsorship management? : how run-of-play and team affiliation affect viewer response
Christoph Breuer, Felix Boronczyk, Christopher Rumpf
| Year of publication: |
2021
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|---|---|
| Authors: | Breuer, Christoph ; Boronczyk, Felix ; Rumpf, Christopher |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 133.2021, p. 309-316
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| Subject: | Sponsoring | Sponsorship | Arbeitsgruppe | Team | Sportmarketing | Sports marketing | Innovation | Werbewirkung | Advertising effects | Persönlichkeitspsychologie | Personality psychology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.05.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012590294