How EHC Olten’s Club Brand Influences the Sky Swiss League Brand
My current research examines how the Sky Swiss League, Switzerland’s second-tier professional ice hockey competition, can enhance its brand identity, strengthen fan engagement, and increase its relevance within the Swiss sports ecosystem. […]
Repositioning the Sky Swiss League: A Brief, High-Level Analysis
Note: While I truly enjoy watching the highest tiers of professional ice hockey in Europe or North America, I also have a deep appreciation for the lower tiers, such as the Sky […]
Enhancing Arena Experience: Insights from E.H.C. Hockey Forum 2024
I recently returned from the incredible 2024 E.H.C. Hockey Business Forum, organised by the Alliance of European Hockey Clubs E.H.C. During the event, I had the pleasure and honour to present a […]
Spectator Sports and the Marketing Mix in the Metaverse
After having empirically examined the dimensions of perceived value that influence a sports fan’s intention to adopt a metaverse experience, I decided to write an article that discusses how the elements of […]
The Detroit Pistons on TikTok: Applying the Shannon-Weaver Model of Communication to a Spectator Sports Brand on Social Media
The Detroit Pistons, a premier franchise in the National Basketball Association (NBA), have effectively harnessed the power of social media to engage with a global fanbase, with TikTok emerging as an important […]
How uses and gratifications of watching the docuseries “The Last Dance” impact the intention to watch a Chicago Bulls game
This research explores uses and gratifications of watching “The Last Dance”, a sports documentary series that premiered in 2020 on ESPN and Netflix about Michael Jordan and the 1990s Chicago Bulls basketball team.
The effect of TikTok video content categories on user engagement behaviour: The case of celebrity athlete and influencer Alisha Lehmann
This research explores the impact of influencer marketing on digital platforms like TikTok, emphasising the evolving dynamics between content categories and user engagement behaviours. Focused on Alisha Lehmann, a Swiss football player and influencer, the study examines the influence of various content categories on her TikTok account.
High-level marketing plan for DAZN: A student exercise
The following post is used as an example of a student submission for the coursework in the module «Marketing and branding in the digital age» at B.H.M.S. Business and Hospitality Management School, […]
NFT sports collectibles: The effect of characteristics and consumer values on purchase intention
The following article summarises my study «NFT Sports Collectibles: Characteristics and Factors of Consumer Value», published in the 2023 IGI Global publication «Global Applications of the Internet of Things in Digital Marketing» […]
TikTok content categories, engagement behaviour and sports viewership: a pilot study on the NHL’s Stanley Cup 2022 final series
This research explores how social media content categories can affect user engagement behaviour and viewership of the NHL’s Stanley Cup 2022 final series on network TV and via streaming.
Spectator sports and the metaverse: Dimensions of perceived value that influence fans’ adoption intention
The following article summarises the empirical study «Dimensions of Perceived Value That Influence the Intention to Adopt the Metaverse: The Case of Spectator Sports Fans» written for the IGI Global publication «Promoting […]
📺 The motivational factors that influence the intention to watch the National Women’s Soccer League
Here a brief video summary of my empirical research answering the question, “Which motives have the greatest influence on the intention to watch the National Women’s Soccer League (NWSL)?” The analysis is […]
Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention
Women’s boxing has increased in popularity since its inclusion in the London 2012 Summer Olympics and due to the continuous promotional efforts of pioneering athletes like Katie Taylor, Clarissa Shields, and Amanda […]
Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey
The following study investigated the impact of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic retro jersey, with consideration to self-continuity, pride, team identification, team attachment, and […]
The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand
The following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an […]
The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour
Engaging with others on social media while watching television (TV) or live-streaming any sort of entertainment has become a common phenomenon. It is occasionally referred to as second-screening or social TV, because […]
