RESEARCH EXPERTISE

My research is positioned on the intersection of strategic management and marketing. I analyse consumer data to help organizations build their brand, engage consumers, activate sponsorships and foster consumer loyalty. I am specialized in two areas. First, I analyse brand relationships within different brand architectures to provide insights into the positioning of brands in a competitive environment.  Second, I analyse consumer engagement within gamified mobile apps to provide insights into user behavior, app development and monetisation. The application of my research provides relevant stakeholders with solutions to improve the consumer experience, foster stakeholder engagement and increase revenues.

Refereed Journal Articles

13)     Sotiriadou, P., Filo, K. & Kunkel, T. (In Press). Challenges to sport development and sport participation from sport managers’ perspectives. International Journal of Sport Management and Marketing. (ABDC List: B). Download

12)     Kunkel, T., Funk, D. & Lock, D. (In Press). The influence of the league brand on team involvement and team-related behavior. Journal of Sport Management. (ABDC List: A*) Download

11)     Kunkel, T., Scott, O., & Beaton, A. (2017). Interview with Michael Lahoud, professional soccer player: Lessons of personal athlete branding via social media. International Journal of Sport Communication. 9, 415-423 (ABDC List: B) Download

10)     Kunkel, T., Doyle, J.D., & Berlin, A. (In Press). Consumers’ Perceived Value of Sport Team Games – A multi-dimensional approach. Journal of Sport Management. (ABDC List: A*) Download

9)        Kunkel, T., Doyle, J.P., Funk, D.C., Du, J., & McDonald, H. (2016). The development and change of brand associations and their influence on team loyalty over time. Journal of Sport Management. 30(1), 117-134(ABDC List: A*) Download

8)        Scott, O. K. M. & Kunkel, T. (In Press). Using self-categorization theory to uncover the framing of the 2008 Beijing Olympic Games: A cross-cultural comparison of two national newspapers, Journal of Sport Media (ABDC List: Not ranked) Download

7)        Lock, D., Filo, K., Kunkel, T., & Skinner, J. (2015):  The development of a framework to Capture Perceptions of Sport Organizations Legitimacy, Journal of Sport Management. 29 (4), 362-379 (ABDC List: A*) Download

6)        Kunkel, T., Doyle, J., & Funk, D. (2014). Exploring sport brand development strategies to strengthen consumer involvement with the product – The case of the Australian A-League. Sport Management Review. 17 (4), 470-483 (ABDC List: A; cited 7 times) Download

5)        Kunkel, T., Funk, D., & King, C. (2014). Developing a conceptual understanding of consumer-based league brand associations, Journal of Sport Management. 28 (1), 49-67 (ABDC List: A*; cited 18 times) Download

4)        Lock, D., Filo, K., Kunkel, T., & Skinner, J. (2013). Examining dimensions of legitimacy in community sport organisation, Sport Management Review, 16, 438-450 (ABDC List: A; cited 3 times) Download

3)        Kunkel, T., Funk, D., & Hill, B. (2013). Brand architecture and drivers of consumer involvement with professional sport leagues and teams, Journal of Sport Management, 27 (3), 177-192. (ABDC List: A*; cited 14 times) Download

2)        Doyle, J., Kunkel, T., Funk, D. (2013). Sport spectator segmentation: Examining the differing psychological connections amongst spectators of leagues and teams. International Journal of Sport Marketing and Sponsorship, 14 (2), 95-111. (ABDC List: B; cited 14 times) Download

1)        Koenigstorfer, J., Groeppel-Klein A., & Kunkel T. (2010): The attractiveness of national and international football leagues – Perspectives of fans of “star clubs” and “underdogs”, European Sport Management Quarterly, Vol. 10, No. 2, 127-163. (ABDC List: B; cited 26 times) Download