Doctor of Business Administration // University lecturer // Marketing and Digital Media Professional
FC Schaffhausen, a Swiss club with a rich history, is currently undergoing an organizational transformation fueled by new investment and heightened ambitions. In light of their search for a new CEO, I […]
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. […]
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 […]
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 […]
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, 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 […]
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.
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.
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, […]
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» […]
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.
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 […]
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 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 […]
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 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 […]
