My research is positioned on the intersection of strategic management and marketing with a focus on the sport industry.

I analyse consumer data to help organizations build their brand, engage consumers, activate sponsorships and foster consumer loyalty. I am specialized in examining brand relationships within different brand architectures to provide insights into the positioning of brands in a competitive environment; and digital consumer engagement through gamification 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.

Google Scholar Statistics Thilo Kunkel March 2018

Athlete Branding & Sponsorship

Click for details about my research how athletes position their brand and use social media to monetize their liking. 

Fan Engagement & Loyalty

Click for details about my research how teams and leagues develop their brands and attract more fans. 

Peer Reviewed Journal Articles

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

Sharpe, S., Kunkel, T., Scott, O., & Beaton, A. (2017). Managing digital content for a professional sport team: An Interview with Bill Yole, Social Media Coordinator and Webmaster of the ACT Brumbies Super Rugby franchise. International Journal of Sport Communication. 10(3), 318-324 (ABDC List: B)

Kunkel, T., Funk, D. & Lock, D. (2017). The influence of the league brand on team involvement and team-related behavior. Journal of Sport Management. 31, 317-332 (ABDC List: A*) Download

Scott, O., Beaton, A., Kunkel, T., & Sharpe, S. (2017). Media strategies to engage stakeholders and navigate crises: An Interview with Paul Glover, Media Manager of the ACT Brumbies Super Rugby Franchise. International Journal of Sport Communication. 10(2), 224-232 (ABDC List: B) Download

Kunkel, T., Doyle, J.D., & Berlin, A. (2017). Consumers’ Perceived Value of Sport Team Games - A multi-dimensional approach. Journal of Sport Management. 31. 80-95 (ABDC List: A*) Download

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

Scott, O. K. M. & Kunkel, T. (2016). 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. 11 123-144 (ABDC List: Not ranked) Download

Kunkel, T., Scott, O., & Beaton, A. (2016). 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

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

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) Download

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*) Download

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) Download

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) Download

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) Download

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) Download

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