Message personalization and real-time adaptation as next innovations in sport sponsorship management? : how run-of-play and team affiliation affect viewer response
Year of publication: |
2021
|
---|---|
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
|
Subject: | Sponsoring | Sponsorship | Sportmarketing | Sports marketing | Arbeitsgruppe | Team | Persönlichkeitspsychologie | Personality psychology |
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