Thilo Kunkel, Ph.D.

Academic research that can help the sports industry

Can academic research help sports industry? 

In the latest issue of the Sports Business Journal (August 12 – 18, 2013, Volume 16, Issue 17) senior writer Bill King addresses the question how academic research can help the sports industry.

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Bill King makes the argument that academic research has a lot to offer to the sports industry.  He highlights six articles that are beneficial for sports practitioners – one being the article “Brand Architecture, Drivers of Consumer Involvement, and Brand Loyalty with Professional Sport Leagues and Teams” (Kunkel, Funk, & Hill, 2013) published in the Journal of Sport Management.

Obviously, I am very proud that my article received a mention as being relevant for the sports industry.  Hopefully, both league and team managers will find value in finding out more about the brand relationship of their entities as perceived by consumers, to leverage their close relationship.


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