Does the Game Matter? Analyzing Sponsorship Effectiveness and Message Personalization in Sport Live Broadcasts

Herold, E; Breuer, C

Herold, E (通讯作者),German Sport Univ Cologne, Inst Sport Econ & Sport Management, Cologne, Germany.;Herold, E (通讯作者),Bielefeld Univ, Bielefeld, Germany.

JOURNAL OF SPORT MANAGEMENT, 2023; 37 (4): 290

Abstract

This study aims to increase the effective use of in-stadium sponsor message placement by analyzing the influence of various run-of-play characteristic......

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