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.
Articles
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
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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. (ABDC List: Not ranked)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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. (ABDC List: Not ranked)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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. (ABDC List: Not ranked)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)
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)
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. (ABDC List: Not ranked)