Similar Search Results

Sponsor message processing in live broadcasts—A pilot study on the role of game outcome uncertainty and emotions

Breuer, Christoph; Rumpf, Christopher; Boronczyk, Felix - In: Psychology & Marketing 38 (2021) 5, pp. 896-907

Persistent link: https://www.econbiz.de/10012535715

Game play and the effectiveness of sponsor signage : visual attention to brand messages in live sport broadcasts

Boronczyk, Felix; Rumpf, Christopher; Breuer, Christoph - In: International Journal of Sports Marketing and Sponsorship 23 (2021) 5, pp. 950-965

Purpose: Technological innovations could allow for real-time control of sponsor exposure during sport broadcasts to increase the capacity of sponsor messages to attract attention. While such an approach requires knowledge on the interplay between in-game events and viewers' attention to sponsor...

Persistent link: https://www.econbiz.de/10012811919

Assessing the drivers of sport sponsor identification : findings from an empirical lab study

Breuer, Christoph; Rumpf, Christopher - In: Thunderbird international business review 53 (2011) 6, pp. 739-746

Persistent link: https://www.econbiz.de/10009387684

The viewer's reception and processing of sponsorship information in sport telecasts

Breuer, Christoph; Rumpf, Christopher - In: Journal of sport management : the official journal of … 26 (2012) 6, pp. 521-531

Persistent link: https://www.econbiz.de/10009706389

Predicting the attentional effect of sport sponsorship information as an innovative evaluation approach

Rumpf, Christopher; Breuer, Christoph - In: Strategies in sports marketing : technologies and …, (pp. 238-254). 2014

Persistent link: https://www.econbiz.de/10010362962

The role of context intensity and working memory capacity in the consumer's processing of brand information in entertainment media

Rumpf, Christopher; Noël, Benjamin; Breuer, Christoph; … - In: Psychology & marketing 32 (2015) 7, pp. 764-770

Persistent link: https://www.econbiz.de/10011295610

The impact of color and animation on sports viewers' attention to televised sponsorship signage

Breuer, Christoph; Rumpf, Christopher - In: Journal of sport management : the official journal of … 29 (2015) 2, pp. 170-183

Persistent link: https://www.econbiz.de/10010526499

Predicting consumer gaze hits : a simulation model of visual attention to dynamic marketing stimuli

Rumpf, Christopher; Boronczyk, Felix; Breuer, Christoph - In: Journal of business research : JBR 111 (2020), pp. 208-217

Persistent link: https://www.econbiz.de/10012237802

The effect of sponsorship portfolio size on brand choice : an experimental approach

Breuer, Christoph; Dallmeyer, Sören; Rumpf, Christopher; … - In: Applied economics 53 (2021) 10, pp. 1200-1211

Persistent link: https://www.econbiz.de/10012425459

Message personalization and real-time adaptation as next innovations in sport sponsorship management? : how run-of-play and team affiliation affect viewer response

Breuer, Christoph; Boronczyk, Felix; Rumpf, Christopher - In: Journal of business research : JBR 133 (2021), pp. 309-316

Persistent link: https://www.econbiz.de/10012590294