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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
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The company you keep : brand image transfer in concurrent event sponsorship
Boronczyk, Felix; Breuer, Christoph - In: Journal of business research : JBR 124 (2021), pp. 739-747
Persistent link: https://www.econbiz.de/10012494013
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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