All Stories

  1. Next-Level MarTech

    Article • January 2025, Springer Science + Business Media

    Dr. Marcel Huettermann

  2. Optimizing Collaboration: A Team-Based Approach to Use Marketing Technology Effectively in SMEs

    Article • January 2025, Springer Science + Business Media

    Dr. Marcel Huettermann

  3. Fan Engagement Behavior: Validation of a Theory-Based Scale

    Article • Journal of Sport Management, March 2024, Human Kinetics

    Dr. Marcel Huettermann

  4. Automated Consulting Services—Perspectives of Customers, Consultants and Companies

    Article • January 2024, Springer Science + Business Media

    Dr. Marcel Huettermann

  5. Esports Fan Engagement: A Comparison of PC and Console Esports Team Fans

    Article • Frontiers in Sports and Active Living, April 2022, Frontiers

    Dr. Marcel Huettermann

  6. The Influence of Non-Transactional Fan Engagement on Merchandise Consumption

    Article • Sport Marketing Quarterly, March 2022, FiT Publishing

    Dr. Marcel Huettermann

  7. Video Production and Distribution Platform in Swiss Sports Teams: An Analysis of Acceptance and Willingness to Pay

    Article • Frontiers in Sports and Active Living, September 2021, Frontiers

    Dr. Marcel Huettermann

  8. Esports Sponsorship: An Empirical Examination of Esports Consumers’ Perceptions of Non-Endemic Sponsors

    Article • Journal of Global Sport Management, November 2020, Taylor & Francis

    Dr. Marcel Huettermann

  9. Components and Outcomes of Fan Engagement in Team Sports: The Perspective of Managers and Fans

    Article • Journal of Global Sport Management, March 2019, Taylor & Francis

    Professor Joerg Koenigstorfer, Dr. Marcel Huettermann