Felix Boronczyk

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

Christopher Rumpf, Felix Boronczyk, Christoph Breuer · Journal of Business Research · 2019 · 47 citations

Medicine, Marketing, Marketing Management +17

Determinants of viewer attention in concurrent event sponsorship

Felix Boronczyk, Christopher Rumpf, Christoph Breuer · International Journal of Sports Marketing and Sponsorship · 2018 · 44 citations

Business, Marketing, Marketing Management +17

The company you keep: Brand image transfer in concurrent event sponsorship

Felix Boronczyk, Christoph Breuer · Journal of Business Research · 2019 · 41 citations

Business, Marketing, Marketing Management +13

Professional Clubs as Platforms in Multi-Sided Markets in Times of COVID-19: The Role of Spectators and Atmosphere in Live Football

Elisa Herold, Felix Boronczyk, Christoph Breuer · Sustainability · 2021 · 32 citations · Full text

Social Sciences, Communication, Social Psychology +17

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 · Journal of Business Research · 2021 · 29 citations · Full text

Business, Marketing, Marketing Management +17