Thilo Kunkel, Ph.D.

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

Understanding the role of the league brand on consumers’ support for individual teams is important for the successful management and marketing of both leagues and teams.  In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related…

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Sport League Branding

In its simplest form, a brand can be considered a name, symbol, design, trademark or a combination of all of the above that serves the purpose of distinguishing one product or service from another. Ultimately brand awareness and brand image influence brand success. The brand awareness component is related to the ability of consumers to…

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Sport brand architecture

Brand architecture describes the structure of an organization’s portfolio of brands and the relationship between these brands as perceived by the consumer. Specifically, brand architecture is determined by consumers’ perceptions of management, design, and structure of brands that are in a relationship with one another that can be found in a portfolio of brands. Brands…

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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. Bill King makes the argument that academic research has a lot to offer to the sports industry.  He…

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