Publications per year
Publications per year
Personal research profile
Research profile
Education
| 2013 | Post-doctoral qualification ("Habilitation") in Marketing, University of Rostock, Germany |
| 2008 | PhD in Marketing, University of Rostock, Germany |
| 2004 |
Diploma in Sport Management, University of Bayreuth |
Career
| since 2013 | Full Professor of Sport Business Administration, German Sport University Cologne |
| 2008-2013 | Post-doctoral researcher, Department of Marketing, University of Rostock, Germany |
| 2011-2012 | Visiting Academic Department of Marketing, University of Queensland Business School, Australia |
| 2005-2008 |
Research fellow and PhD student, Department of Marketing, University of Rostock, Germany |
Research Interests
| sport marketing, sport management, sport consumer behavior, theory-building at the intersection of marketing and sport |
|
innovation management in spectator sports (e.g., sport consumers’ acceptance and resistance of technological innovations), customer-to-customer interactions in spectator sports, rivalry and brand rivalry in sport and marketing, internationalization of team sports, brand activism in sport and general marketing |
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Collaborations and top research areas from the last five years
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Publications
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Fair Ticket Allocation in the Spectator Sports Context: An Experimental Investigation of Reputation- and Category-Based Allocation Schemes
Waltl, T. & Uhrich, S., 2025, EASM Conference Book of Abstract. EASMPublication: Chapter in Book/Report/Conference proceeding › Conference contribution - Published abstract for conference with selection process › Research › peer-review
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How Differences between a Sport Club’s Public Portrayal of Fan Centricity and Fans’ Perceptions Relate to Fan Engagement
Kampen-Schmidt, S., Königstorfer, J., Uhrich, S. & Berendt, J., 2025, In: European Sport Management Quarterly.Publication: Contribution to journal › Journal articles › Research › peer-review
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Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies
Weißkopf, C., Faix, A. & Uhrich, S., 01.01.2024, In: Marketing ZFP-Journal of Research and Management. 46, 3, p. 3-18 16 p.Publication: Contribution to journal › Journal articles › Research › peer-review
Open Access -
Customer-to-Customer Interactions in the Sport Fan Context: Typology, Framework (C2CIF) and Directions for Future Research
Uhrich, S., Grohs, R. & Königstorfer, J., 11.01.2024, In: Journal of Service Management. 35, 1, p. 53-70 18 p.Publication: Contribution to journal › Journal articles › Research › peer-review
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Fan Engagement Behavior: Validation of a Theory-Based Scale
Yoshida, M., Biscaia, R., Uhrich, S., Gordon, B., Huettermann, M. & Nakazawa, M., 2024, In: Journal of Sport Management. 38, 2, p. 133-150 18 p.Publication: Contribution to journal › Journal articles › Research › peer-review
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Fairness Perceptions of Ticket Allocation Schemes in Team Sports
Waltl, T. (Project manager) & Uhrich, S. (Project manager)
15.10.24 → …
Project: Funded by internal resources
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Mitigating the Negative Effects of Brand Activism
Uhrich, S. (Project manager) & Uhlendorf-Leo, K. (Project manager)
01.01.24 → …
Project: Funded by internal resources
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The Impact of AR on Consumers' Public Self-Consciouness and Choice
Uhlendorf-Leo, K. (Project manager) & Uhrich, S. (Project manager)
01.01.22 → …
Project: Funded by internal resources
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The Impact of AR on Consumer Search and Choice in e-Commerce
Uhlendorf-Leo, K. (Project manager) & Uhrich, S. (Project manager)
01.01.22 → …
Project: Funded by internal resources
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Concept further education "European Handball Manager"
Walzel, S. (Project manager) & Uhrich, S. (Project manager)
01.11.14 → …
Project: Funded by third parties
Activities
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Waseda Universtiy
Uhrich, S. (Participant)
08.10.2023Activity: Participating in or organising an event › Participation in workshops, courses, seminars › Education
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Waseda University
Uhrich, S. (Lecturer)
02.10.2023 → 12.10.2023Activity: Talk or presentation › Guest lectures › Education
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EASM 2020 Best Conference Reviewer Award
Uhrich, S. (Awardee)
09.2020Activity: Other › Distinctions, awards, fellowships and visits - Prizes, scholarships, distinctions, appointments › Research
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Press/Media
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NFL-Boss Roger Goodell - Der Milliarden-Mann hinter dem Super Bowl
07.02.25
1 Media contribution
Press/Media
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Wie Baseball, Basketball und American Football um Europa konkurrieren
23.06.24
1 item of Media coverage
Press/Media