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I study and teach sport consumer behaviour. Also, I am interested in services and experiential marketing.
August 2019 - present
- My research interests are: Consumer behaviour in sport and events; Sociology of sport consumption; Services and experiential marketing.
July 2019 - July 2019
- As guest lecturer at the summer school Sport Federations and Major Events Management, the students and I discussed the governance of sport federations and managing service quality in sports.
February 2015 - June 2019
- PhD Student
- Quantitatively, I sought to understand consumer commitment and engagement towards sports teams and the influence of sport governing bodies on the consumer–team relationship. I collected quantitative data in 11 countries in five different languages.
The rationale of the study is to broaden the knowledge on the contemporary sport spectator’s relationships with sports teams and sport governing bodies. By including the spectator, the team, and the governing body in a holistic Fan-Relationship- Management-Model, this study gives insights in the formation of loyalty within the spectator-team-govern...
The purpose of the paper is to present an advanced knowledge of a sport governing body’s – instead of club’s or team’s – influence on non-transactional fan behaviours. A higher understanding is achieved via the development of a global Fan-Relationship-Management-Model and local subgroup-specific models. A partial least squares path modelling approa...
This study tries to answer the following question: How can the relationship between fans and their national football association (NFA) and national football team (NFT) be described, theoretically understood and managerially improved? Scholars and sport practitioners have raised this question before, while emphasising the inadequacy of current relat...
Understanding consumer commitment and engagement toward sports teams and the influence of sport governing bodies on the consumer-team relationship.