Research - Thilo Kunkel %

Thilo Kunkel, Ph.D.

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.

Research topics

Athlete Branding & Sponsorship

About my research how athletes position their brand and use social media to monetize their liking.

Digital Marketing & Gamification

About my research how to engage consumers in a digital environment through gamification.

Fan Engagement & Loyalty

About my research how teams and leagues develop their brands and attract more fans.

Peer reviewed journal articles

Gupta, K.*, Su, Y., Kunkel, T., & Funk, D. (2024). Paying while playing. Examining the drivers of in-app spending in fantasy sports applications. European Sport Management Quarterly. 1-22

Bredikhina, N.*, Kunkel, T., & Kudesia, R. (2024). Authenticity negotiation: How elite athletes (re)present themselves as personal brands. Journal of Sport Management, 35(6), 537-550

Kunkel, T. & Funk, D. C. (2024). The sport x service experience: an opportunity for sport service management research. Journal of Service Management, 29(5), 46-52

Doyle, J.D., Kunkel, T., Su, Y., Biscaia, R., & Baker, B. (2023). Advancing understanding of individual-level brand management in sport. European Sport Management Quarterly, 23(6), 1631-1642.

McDonald, H., Pallant, J. Funk, D. C., & Kunkel. T. (2024). Who doesn’t like sport? A taxonomy and hierarchy of non-users of professional sport. Sport Management Review. 27(1), 67-89.

Cocco, A., Kunkel, T., & Baker, B. (2023). The influence of personal branding and institutional factors on the NIL value of collegiate athletes’ social media posts. Journal of Sport Management. 37(5), 359-370.

Kunkel, T., Hayduk, T., & Lock, D. (2023). Push it real good: The effect of push notifications promoting gameful affordances on consumer engagement with a mobile app. European Journal of Marketing, 57(9), 2592-2618

Kunkel, T., Kennedy, H., Baker, B., & Doyle, J. (2023). The state of quantitative research and a proposed research framework in social media. International Journal of Sport Communication. 16(3), 344-351

Kennedy, H., Bredikhina, N.*, Athanas-Linden, G.*, Kunkel, T., & Funk, D. (2023). Managing social media through crisis: A content analysis of Instagram posts before and during the COVID-19 pandemic. Sport Marketing Quarterly. 32(4) 284-301

Bredikhina, N.*, Sveinson, K., & Kunkel, T. (2022). Innovation under pressure: How athletes transform their business models in times of crisis. Sport Marketing Quarterly. 31, 212-227

Kunkel, T. & Biscaia, R. (2023). Hitting it out of the park. Five tactics we can learn from athletes about building powerful personal brands. Fox Business Journal, 1 (4), 8-13.

Ramos, R. F., Biscaia, R., Moro, S., & Kunkel, T. (2022). Understanding the importance of sport stadium visits to teams and cities through the eyes of online reviewers. Leisure Studies, 42(5), 693-708

Bredikhina, N.*, Gupta, K.*, & Kunkel, T. (2023). Superboosting the athlete brand: Events as an opportunity for athlete brand growth on social media. European Sport Management Quarterly, 23(6), 1819-1842

Gupta, K.*, Su, Y., Kunkel, T., & Funk, D. (2022). The super engagers of freemium gamified services: Using multimethod approach to examine why highly interactive consumers become paying consumers. Internet Research, 32(6), 1891-1909

Baker, B.J., Kunkel, T., Doyle, J., Su, Y., Bredikhina, N., & Biscaia, R. (2022). Remapping the brandscape. A review and future direction for sport brand research. Journal of Sport Management, 36(3), 251-264.

Bredikhina, N.* & Kunkel, T. (2022). Make it count: Comparing outcomes of activation and advertising-like event sponsorship. Event Management, 26 (7), 1447-1467

Kunkel, T., Karg, A., & McDonald, H. (2022). The utility of a single item fandom measure for sport consumer segmentation and predicting behavior.

Sport Marketing Quarterly, 31, 141-156

Pizzo, A.*, Kunkel, T., Jones, G. J., Baker, B. J., & Funk, D. C. (2022). The strategic advantage of mature-stage firms: Digitalization and the diversification of professional sport into esports. Journal of Business Research. 139, 257-266.

Pizzo, A.*, Jones, G., Baker, B., Funk, D., & Kunkel, T. (2022). Sensemaking of novelty: The dynamic nature of integrating esports within a traditional sport organization. Sport Management Review, 25(3), 383-405

Doyle, J. P., Kunkel, T., Filo, K., Kelly, S., & Cuskelly, G. (2024). Seeing the same things differently: Exploring the unique brand associations linked to women’s professional sport teams. Journal of Strategic Marketing. 32(6), 729-74

Huettermann, M.* & Kunkel, T. (2022). The influence of non-transactional fan engagement behavior on merchandise consumption. Sport Marketing Quarterly. 31, 48-61

Kunkel, T., Lock, D. & Doyle, J. P. (2021). Gamification via mobile applications: A longitudinal examination of its impact on attitudinal loyalty and behavior toward a core service. Psychology & Marketing, 38(6) 948-964

Doyle, J. P., Filo, K., Thomson, A., & Kunkel, T. (2021). Large-scale sport events and resident well-being: Examining the Gold Coast 2018 (GC2018) Commonwealth Games. Journal of Sport Management, 35(6), 537-550

Kunkel, T.,Baker, B., Baker, T., & Doyle, J. P. (2021). There is no nil in NIL: Examining the social media value of student-athletes’ names, images, and likeness. Sport Management Review, 24(5), 839-861.

Kennedy, H.*, Kunkel, T., & Funk, D.C. (2021). Using predictive analytics to measure effectiveness of social media engagement: A digital measurement perspective. Sport Marketing Quarterly, 30, 265-277

Doyle, J.P., Su, Y., & Kunkel, T. (2022). Athlete branding via social media: examining the factors influencing consumer engagement on Instagram. European Sport Management Quarterly, 22(4), 506-526

Kunkel, T., Doyle, J.P., & Na, S.* (2022). Becoming more than an athlete: Developing an athlete’s personal brand using strategic philanthropy.

European Sport Management Quarterly, 22(3), 358-378

Zhou, X.*, Funk, D.C., Kunkel, T., & Lu, L. (2020). Solving the athleisure myth: A means-end chain analysis of activewear consumption. Journal of Sport Management, 35(1), 81-93

Su, Y.*, Kunkel, T., & Ye, N.* (2021). When abs do not sell: The impact of male influencers conspicuously displaying a muscular body on female followers. Psychology & Marketing. 38(2), 286-297

Kunkel, T. & Biscaia, R. (2020). Sport brands: Brand relationships and consumer behavior. Sport Marketing Quarterly, 29(1), 3-16.

Su, Y.* & Kunkel, T. (2021). The significance of a sponsored event on lesser-known brands in a competitive environment. Journal of Product & Brand Management, 30(4) 579-593

Na, S.*, Kunkel, T.^#, & Doyle, J.P. (2020). Exploring athlete brand image development on social media: The role of signalling through source credibility. European Sport Management Quarterly, 20 (1), 88-108.

Su, Y.*, Baker, B., Doyle, J.P., & Kunkel, T. (2020). The rise of an athlete brand: Factors influencing the social media following of athletes. Sport Marketing Quarterly, 29(1), 32-45.

Kunkel, T., Biscaia, R., Arai, A., & Agyemang, K. (2020). The role of self-brand connection on the relationship between athlete brand image and fan outcomes. Journal of Sport Management, 34(3), 201-216.

Kunkel, T. (2019). Brand platform in the professional sport industry: Sustaining growth through innovation. Mass Communication and Society, 22(5), 689-690.

Lee, M.A.*, Kunkel, T.^#, Funk, D.C., McDonald, H., Karg, A. (2020). Built to last: relationship quality management for season ticket holders. European Sport Management Quarterly. 20 (3). 364-384

Daniels, J.*, Kunkel, T.^#, & Karg, A. (2019). New brands: Contextual differences and development of brand associations over time. Journal of Sport Management, 33(2), 133-147.

Na, S.*, Su, Y.*, & Kunkel, T.^#(2019). Do not bet on your favourite football team: the influence of fan identity-based biases and sport context knowledge on game prediction accuracy. European Sport Management Quarterly, 19(3), 396-418

Su, Y.* & Kunkel, T. (2019). Beyond brand fit: The influence of brand contribution on the relationship between service brand alliance image and its parent brand. Journal of Service Management, 30 (2), 252-275.

Kunkel, T.,Walker, M., & Hodge, C. (2019). The influence of advertising appeals on consumer perceptions of athlete endorser brand image. European Sport Management Quarterly. 19(3), 373-395(ABDC List: B)

Sotiriadou, P., Filo, K. & Kunkel, T. (2018). Challenges to sport development and sport participation from sport managers’ perspectives. International Journal of Sport Management and Marketing, 18(4), 267-284.

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

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

Kunkel, T., Funk, D.C. & Lock, D. (2017). The effect of the league brand on the relationship between the team brand and behavioral intentions: A formative approach examining brand associations and brand relationships.Journal of Sport Management, 31(4), 317-332.

Kunkel, T., Doyle, J.P., & Berlin, A. (2017). Consumers’ perceived value of sport team games – A multidimensional approach. Journal of Sport Management, 31(1), 80-95.

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(4), 415-423

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(2), 117-134

Scott, O. & 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 Sports Media, 11(1), 123-144

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.

Kunkel, T., Doyle, J.P., & Funk, D.C. (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.

Kunkel, T., Funk, D.C., & King, C. (2014). Developing a conceptual understanding of consumer-based league brand associations. Journal of Sport Management, 28 (1), 49-67.

Lock, D., Filo, K., Kunkel, T., & Skinner, J. (2013). Thinking about the same things differently: Examining perceptions of a non-profit community sport organisation. Sport Management Review, 16(4), 438-450.

Kunkel, T., Funk, D.C., & Hill, B. (2013). Brand architecture and drivers of consumer involvement with professional sport leagues and teams. Journal of Sport Management, 27 (3), 177-192.

Doyle, J.P., Kunkel, T., Funk, D.C. (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.

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, 10(2), 127-163.

Sign-up for my newsletter

To get the latest research articles and updates.

My socials

Terms of service

|